MUMBAI: When the dhak beats rise and the aroma of anjali flowers fills the air, even a humble biscuit can taste like tradition. Anmol Industries, one of India’s leading biscuit makers, has launched its festive video campaign ‘Shubho Sharodiya’ just in time for Navratri and Durga Puja. More than an ad, the film doubles up as a cultural postcard from Bengal, weaving together the vibrant sights, sounds, and emotions of the state’s biggest festival.
The campaign captures it all the thunderous beats of the dhak echoing through the bylanes, the bustle of Durga mandals teeming with devotees, and the earnest chants of volunteers shouting “egiye cholun” as they guide swelling crowds. It even pauses for the intimate moments midnight addas over tea, the joyful chaos of family reunions, and the bittersweet chorus of “aschhe bochhor abar hobe” as the goddess is bid farewell.
And at the centre of these rituals? A cup of tea and a packet of Anmol Marie Plus biscuits seamlessly woven into scenes of togetherness, symbolising the little indulgences that make festive moments memorable.
“Durga Puja is far more than just a festival, it’s an emotion that unites families, friends, and communities across generations,” said Anmol Industries limited executive director for marketing Aman Choudhary. “With Shubho Sharodiya, our aim was to bring alive the sights, sounds, and sentiments of Bengal’s Navratri celebrations, and to remind everyone that the smallest, heartfelt moments, a shared adda over tea and anmol marie Plus make every festive occasion unforgettable. Through this campaign, Anmol celebrates not just Durga Puja, but the spirit of togetherness that defines #Harpalanmol.”
The campaign’s storytelling is steeped in nostalgia, designed to strike a chord with Bengalis everywhere whether pandal-hopping in Kolkata, catching the fragrance of shiuli flowers in the suburbs, or reminiscing about Pujo from miles away. By showcasing the Durga Puja experience through authentic cultural signifiers, the film aims to evoke the festival’s goosebump moments for audiences nationwide.
Rolled out across Anmol’s social media handles and digital platforms, the campaign speaks especially to consumers in eastern India, where Durga Puja is less an event and more a cultural phenomenon. Yet, with its universal themes of warmth, community, and shared indulgence, Shubho Sharodiya has resonance well beyond Bengal.
The campaign also underlines Anmol’s broader strategy: to keep pace with modern storytelling while staying rooted in heritage. By blending nostalgia with contemporary execution, the brand positions itself as not just a biscuit manufacturer but an enabler of everyday memories that turn festive moments into lasting traditions.
So, whether you’re sharing a Marie Plus during a family adda or savouring one solo while humming Pujo tunes, Anmol reminds us that sometimes, the smallest bites leave the biggest impressions.
