Ogilvy redefines Pujo communication with culture over clutter

Mumbai: Durga Puja — Bengal’s grandest cultural celebration — is far more than a religious festival. It’s a living, breathing expression of art, community, and storytelling. The five days of Pujo are filled with rituals, music, lights, and togetherness — but increasingly, they’re also a time when brands step in to celebrate that emotion, not sell to it. For over a decade, Ogilvy East, the regional language and cultural hub of Ogilvy India, has been doing exactly that — reshaping Pujo advertising from mere festive clutter into meaningful cultural participation. Each year, the agency crafts ideas that don’t interrupt the celebration but become part of it. And this year’s campaigns were a masterclass in how creativity, purpose, and local relevance can come together to elevate brands during Bengal’s most cherished season. Coca-Cola’s Recycled Sari: When Sustainability Meets Tradition This year’s festive lineup began on an inspiring note with Coca-Cola’s red-and-white PET bottle sari, a creative fusion of sustainability and symbolism. Inspired by the traditional Lal Paar — the iconic red-bordered sari of Bengal — it was woven entirely from recycled Coke bottles by the master weavers of Phulia. Unveiled at the 75th Ballygunge Cultural Pujo, the sari quickly became a cultural sensation, representing how modern sustainability can find its place within timeless traditions. From Sindoor Khela to Instagram feeds, the sari was everywhere — a vivid metaphor for how global brands can respectfully embrace regional heritage. Coca-Cola didn’t just create a marketing stunt; it created a ritual artifact — one that spoke to Bengal’s heart while reinforcing the brand’s sustainability narrative. Eveready Ultima’s Giant Toy Truck: Powering Joy and Imagination From sustainability to pure childlike wonder, Eveready Ultima lit up the season with a record-breaking innovation — the world’s largest toy truck, powered entirely by Ultima AA batteries. Certified by both the Asia Book of Records and the India Book of Records, this giant toy truck carried the idol of Ma Durga to the Pujo of Vikramshila, an NGO for underprivileged children. The campaign, titled Ultima Bahon, was designed to deliver both joy and social impact. “At Eveready, we’ve always believed in using the powerful platform of Durga Pujo for good,” said Anirban Banerjee, CEO, Eveready Industries India Ltd. “With Ultima Bahon, Asia’s largest toy truck powered by our Eveready Ultima AA batteries, we’re bringing smiles and a memorable experience directly to children at Vikramshila. It’s about more than a campaign; it’s about making a real difference.” Over the years, Eveready’s Pujo activations — from the Light Idol promoting environmental awareness to Siren Speakers championing women’s safety — have set benchmarks for purposeful brand engagement. This year’s initiative reaffirmed the brand’s long-standing commitment to blending emotion, innovation, and impact. Asian Paints Sharad Samman: 40 Yellow Taxis, 40 Years of Celebration One of the most striking moments of the season came from Asian Paints, which celebrated 40 years of its iconic Sharad Samman with a heartfelt tribute to Kolkata’s most recognizable symbol — the yellow taxi. Forty taxis were transformed into moving installations, each representing a decade of creativity and community spirit. The campaign was accompanied by a nostalgic film titled Choltey Choltey Chollish, marking the brand’s four-decade journey alongside the city’s own evolution. “Festivals are reflections of their times, showing how societies evolve and express themselves,” said Amit Syngle, MD & CEO, Asian Paints. “With Choltey Choltey Chollish, we wanted to mirror Kolkata’s journey — how creativity and imagination have shaped Pujo across generations. Completing 40 years with Sharad Samman is our way of honouring that spirit.” The return of Gattu, Asian Paints’ beloved mascot, added a touch of nostalgia, connecting generations of consumers who grew up with his smiling face. The film, with its mix of heritage, music, and emotion, perfectly embodied Kolkata’s creative pulse — a city always in motion, always painting new stories. Nestlé Nangrow’s Junior Dhunuchi: Tradition Reimagined for the Next Generation Durga Puja is a festival for all ages, and Nestlé Nangrow found a way to make it magical for the youngest celebrants. The brand introduced the Junior Dhunuchi, a smoke-emitting, child-safe toy that allowed children to take part in the iconic Dhunuchi Naach — a dance traditionally performed with burning incense. “East, and Kolkata in particular, has always been a bastion for our category,” said Mayank Raina, Marketing Head, Premium Infant and Toddler Nutrition, Nestlé. “The Dhunuchi activation was an endearing and out-of-the-box way of celebrating toddlerhood and parenting, elevated by the cultural significance of the Dhunuchi Naach.” The campaign turned nostalgia into inclusivity — ensuring that even toddlers could join in one of Pujo’s most joyous traditions, safely and meaningfully. Sunlight Detergent’s Photosensitive Pack: Alpona Comes to Life Adding a visual surprise to everyday life, Sunlight detergent unveiled a limited-edition photosensitive pack that revealed alpona motifs — traditional Bengali decorative patterns — when exposed to sunlight. The innovation transformed a household product into a festive artifact, turning the act of doing laundry into a moment of discovery. The campaign captured how design and culture can blend seamlessly, making even the most ordinary moments sparkle with Pujo spirit. Ogilvy East: Turning Brands into Cultural Companions The mastermind behind these campaigns, Ogilvy East, has spent years perfecting the art of making brands part of Bengal’s collective celebration. For Roshni Mohan Parameswaran, EVP, Ogilvy Mumbai and Office Leader, Ogilvy Kolkata, this is more than advertising — it’s cultural storytelling. “Pujo is a dynamic canvas, and for us at Ogilvy Kolkata, it’s an annual invitation to innovate,” said Parameswaran. “Our goal is to transform brand presence from mere visibility into purposeful engagement. When creativity serves culture, it doesn’t just capture attention — it enriches the experience.” Looking back at campaigns such as Coke’s ‘Happy to Queue’ or Eveready’s ‘Light Idol’, Ogilvy’s philosophy has been clear: don’t interrupt Pujo — become part of it. As Sujoy Roy, Chief Creative Officer, Ogilvy North (who also leads the East initiative), summed up: “Durga Puja is the crowning jewel of Bengal’s culture. Advertising has no business being a noisy gate-crasher. It has to earn its invitation. Ogilvy East keeps trying to make brands not just visible, but a meaningful part of the smiles, stories, and rituals that define this festival.” From Ads to Art, from Brands to Belonging In a world where festive marketing often leans on glamour and visibility, Ogilvy East’s Durga Puja campaigns stand out for their empathy, insight, and cultural intelligence. Each campaign — whether through recycled threads, battery-powered joyrides, dancing toddlers, or sunlight-triggered surprises — finds a way to become part of people’s emotional landscape. Because, as Ogilvy East proves year after year, the best advertising doesn’t sell to a culture — it belongs to it.