This is how brands are welcoming Durga Puja this year
As Goddess Durga arrives with her children to the City of Joy, Tanishq, Spykar, CenturyPly and Jawed Habib are all welcoming them and consumers with innovative campaigns

Kolkata rolled out a 1 km. long Alpana (street floor art) for the arrival of Goddess Durga on Tuesday. With that massive welcome carpet, the city marked the first day of Navratri. Kolkata cannot be outdone in its Durga Puja fervour, but others can try to recreate that special spark which makes Durga Puja the cultural extravaganza that no Bengali ever wants to miss and every non-Bengali wants to experience at least once. Here are some brands that have incorporated the magic of the Bengali Durga Puja into their advertisements this season.
Tanishq
Tanishq’s latest film (conceptualised by Lowe Lintas) for their festive collection ‘Aagomoni’ captures the essence of Durga Puja. The ad is an ode to one of the most anticipated festivals of the year. Keeping in line with the various other ads for Onam, Karva Chauth and more, Tanishq celebrates the woman of the house who is busy preparing for the festival, never finding the time to think about herself and her desires for even a second.
For Durga Puja, Tanishq celebrates love through the story of a woman who is organizing Pujo for the very first time. While she is anxious about how she will handle all the responsibilities, her father is concerned about his daughter’s smile. Her mind is caught up with work but he reminds her of what’s more important. By handing her a stunning pair of Tanishq bangles, he brings a smile back to her face.
Jawed Habib
Jawed Habib took on a rather humorous perspective this Durga Puja depicting Goddess Durga and her children enjoying a day at the spa. ‘Gods too visit JH Salon’ was the tagline of the ad that invited Bengalis to join the Gods for a relaxing spa day.
The ad attracted some criticism for being offensive but soon people pointed out that such depictions are quite common and that West Bengal’s most popular children’s magazine, Anandamela, often depicts Goddess Durga and her children being on vacation, on a cruise, taking selfies, playing the guitar and much more.
Century Ply
CenturyPly is celebrating the unsung clay artisans of Kumortuli without whom Durga Puja would be impossible to celebrate. The CenturyPly Heroes campaign invites people to share pictures of the idols being made or of the finished idols during the Pujas, along with the name of the artisans making them. Three of the artisans getting most number of entries will be awarded and the top five photographers will also win prizes.
The CenturyPly Heroes campaign started in the year 2014 to recognize and salute the carpenter’s indomitable spirit, skill, and commitment towards the art and life at large. In 2016, CenturyPly extended the campaign to people beyond the carpenter community to the heroes we encounter every day and without whom the festivities lose their colour. They are the policemen, electricians, dhakis, ambulance drivers, sweepers, nurses, doctors on duty and any such people who are the epitome of the ‘Sab Sahe Mast Rahe’ spirit and attitude of CenturyPly.
Spykar
Spykar’s Durga Puja brand campaign #FASTMEETSFESTIVE is targeting the millennials of the city. The film follows the path of four youngsters in various corners of Kolkata as they play their music, paint their canvas and capture poignant moments. Filled with colours, the film goes to the very core of the festive restlessness that they create by being entirely themselves. The edgy background score reflects the festival’s high-energy and non-stop celebration.
https://www.facebook.com/Spykarlifestyles/videos/10150889511539964/
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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