Durga Puja has long transcended its religious roots to become Bengal’s and even India’s single largest cultural and economic event, with ripple effects felt across industries from retail and hospitality to media, tourism, and creative services. A 2019 study estimated the festival’s creative economy at Rs 32,377 crore, but by 2023, that figure had soared to around Rs 84,000 crore. Market estimates say that this year, the numbers are expected to touch the Rs 100,000 crore mark.
The economic boost extends beyond Kolkata to towns and villages across West Bengal, generating hundreds of thousands of jobs for artisans, craftsmen, pandal workers, performers, and small businesses who depend on the festival for a large portion of their annual income. Hotels run at full capacity, restaurants experience record footfall, and transport services—from app-based cabs to iconic yellow taxis—see business peak.
Durga Puja is not just about devotion but also about economic dynamism, creativity, and cultural pride. It is this potent blend that makes the festival a natural magnet for India’s top brands, which are increasingly weaving their campaigns into the fabric of Pujo celebrations to connect with Bengal’s consumers at their most joyous moment.
Asian Paints: Celebrating 40 Years of Sharad Shamman
For Asian Paints, Durga Puja is not just a festive occasion but a 40-year journey of cultural storytelling through its prestigious Sharad Shamman awards. To mark this milestone, the company launched “Choltey Choltey Chollish,” a campaign that reimagines Kolkata’s iconic yellow taxi as a moving time capsule. The film, crafted as a stylised visual journey, takes audiences across four decades of Pujo evolution—from the bamboo pandals and radio songs of the 1980s to the theme-based extravaganzas of the 1990s, the global recognition of the 2000s, and today’s AR- and VR-powered digital celebrations. Each decade is represented by evolving taxi motifs, hand-painted with Royale Glitz, and accompanied by music capturing the spirit of its era. The taxi metaphor highlights Kolkata’s cultural journey, carrying the artistry and pride of Pujo across generations.
Amit Syngle, MD & CEO of Asian Paints, said, “Festivals are reflections of their times, showing how societies evolve and express themselves. With Choltey Choltey Chollish, we wanted to mirror Kolkata’s journey and the way creativity, community and imagination have shaped Pujo across generations.” The campaign not only honours tradition but also resonates with younger audiences with its playful visuals and vibrant soundtracks, ensuring Sharad Shamman remains a custodian of Pujo’s creative excellence.
Streax: Beauty Meets Festive Confidence
Durga Puja is as much about looking good and feeling confident as it is about devotion, and Streax has tapped into this cultural insight with its festive activation. Priyancka Puri, Senior Vice President – Marketing, Hygienic Research Institute, explained that the brand wanted women to truly experience Streax Gel Hair Colour, not just see it advertised. The campaign focused on live demonstrations across 40 towns in West Bengal, where consumers could test the gel-based formula first-hand—appreciating its smooth application, pleasant fragrance, and promise of 3X shinier hair. The product’s 100 per cent grey coverage offered the assurance of natural, long-lasting colour that could withstand the non-stop pandal-hopping of Pujo nights.
The activation wasn’t limited to salons but extended to pandals and interactive canters, ensuring that consumers associated Streax with both celebration and self-expression. The overwhelming response reflected Bengal’s openness to trying new beauty experiences during the festive season. Puri noted, “We’re proud to have celebrated with women while deepening the bond Streax has always stood for—helping every woman feel confident, stylish, and ready to shine.” By tying product trials directly to the Pujo spirit, Streax created not just awareness but emotional resonance, aligning its brand with the festival’s joy and glamour.
Senco Gold & Diamonds: Jewellery for Rituals and Roots
Jewellery plays a central role in Pujo and Navratri, symbolising prosperity, blessings, and timeless tradition. For Senco Gold & Diamonds, the festival is both a business opportunity and a cultural celebration. Suvankar Sen, MD & CEO, explained that the brand’s collections this year reflect both contemporary tastes and traditional inspirations. The Aparupa Collection is designed for modern women seeking elegance, while Shakti is inspired by the goddess herself, embodying strength and grace.
To make festive gifting more inclusive, Senco has also introduced 9K jewellery priced below Rs 10,000, alongside a wider range between Rs 20,000–Rs 50,000. This pricing strategy ensures that jewellery remains accessible to a broad segment of consumers during the high-spending festive window. Sen said, “Pujo and Navratri are not just festivals for us—they are a celebration of roots, rituals, and the joy of sharing precious moments with those who matter most.” By anchoring its brand communication in both tradition and affordability, Senco has positioned itself as the jeweller of choice for families who view festive purchases as investments in heritage and emotional connection. The collections also highlight Bengal’s artisanal craftsmanship, reinforcing jewellery as both a cultural symbol and an expression of personal identity.
ITC: Culture-Centric Campaigns with Digital Innovation
Few brands capture the diversity of Durga Puja as holistically as ITC Foods, which has long followed a “Culture-Centric Marketing” approach to deeply engage with regional festivals. In 2025, its brands—from Aashirvaad and Sunrise Spices to Bingo! and Sunfeast—have launched multi-layered campaigns that blend tradition with technology. Sunrise Spices, for instance, organised Dhaaker Utsav at Kumartuli, honouring the drummers whose beats define Pujo’s atmosphere. The brand also created a unique tech-led initiative, offering immersive 360-degree virtual tours of the top 50 pandals.
This was especially meaningful for senior citizens who often struggle with queues and crowds, allowing them to enjoy Pujo from home. Meanwhile, Aashirvaad Atta celebrated Matri Shakti by commissioning personalised songs for mothers in collaboration with singer Iman Chakraborty. New launches like Sunfeast Mom’s Magic Shines and Aashirvaad Soya Chunks also featured in festive activations.
Shuvadip Banerjee, Chief Digital Marketing Officer, noted, “We are focused on enhancing experiential connect with our consumers, investing in initiatives that bring alive the festive spirit.” With campaigns spanning dhakis, mothers, and virtual pandal tours, ITC has crafted a cultural mosaic that captures both the nostalgia and evolving aspirations of Bengal’s Pujo celebrations.
Bingo! Rockanjali Pujo Tour: Rock Meets Tradition
If Pujo nights are about pandal-hopping and devotional rhythms, Bingo! Tedhe Medhe’s Rockanjali Pujo Tour injects a burst of youthful energy into Kolkata’s streets. Returning for its second edition in 2025, the rolling “concert on wheels” takes Bangla rock to iconic pandals across five days—from Kalighat’s 66 Pally to Tala Barowari in Shyam Bazaar. Young bands compete for the spotlight, electrifying crowds with live performances that blend contemporary beats with festive fervour. The tour not only showcases emerging musical talent but also builds community energy, making Pujo celebrations feel like open-air carnivals. To complete the experience, each venue features a Bingo! Tedhe Medhe chaat stall, adding a foodie element that resonates with Bengal’s love for street snacks.
The concept transforms brand activation into a cultural celebration, fusing entertainment, food, and festive spirit. By tying into Kolkata’s rock legacy, Bingo! has carved a distinct space for itself in Pujo’s cultural calendar, appealing to younger audiences while reinforcing Pujo as a festival that embraces both tradition and reinvention. The Rockanjali Tour epitomises how brands can engage audiences not just through products, but through shared cultural passions.
Flipkart Minutes: Reimagining Festive Convenience
In the chaos of Pujo pandal-hopping, convenience is often the biggest luxury—and Flipkart Minutes, the company’s quick-commerce offering, has positioned itself as the solution. Its 2025 campaign fused devotion, convenience, and tech-driven innovation with a host of on-ground activations. The highlight was “Add Yourself to Cart,” where pandal-goers at Maddox Square, Mudiali, and 95 Pally could scan QR codes, enter their details, and book verified rides between pandals. Real-time WhatsApp tracking offered reassurance, especially for families and senior citizens navigating crowded streets.
Another innovation, VIP Entry in Minutes, gave customers shopping above Rs 149 fast-track access to top pandals like Jodhpur Park and Santosh Mitra Square. The initiative not only reduced stress but also highlighted Flipkart’s promise of saving time. To honour tradition, the brand distributed baran dala kits for the Debi Boron ritual on Dashami, easing last-minute worries. Beyond activations, Flipkart also celebrated visually with chaalchitro-inspired OOH billboards, metro wraps, and festive delivery bags. By aligning convenience with cultural rituals, Flipkart transformed from an e-commerce platform into a festival enabler, proving that modern technology can deepen, not disrupt, the Pujo experience. |
