ITV

Tag: Durga Pujo

  • Asian Paints Sharad Shamman turns 40

    Asian Paints Sharad Shamman turns 40

    MUMBAI: Kolkata’s iconic taxi has just been given the ride of its life, thanks to ‘Asian Paints Sharad Shamman,’ which this year celebrates 40 colourful years of Pujo pride. Marking the milestone, Asian Paints has unveiled ‘Choltey Choltey Chollish,’ a cinematic campaign and travelling installation that transforms the city’s beloved yellow cab into a rolling time machine. The film zips through four decades of Durga Pujo, blending nostalgia and newness in equal measure.

    The journey begins in the 1980s, with bamboo pandals and radio melodies, cruises into the ’90s with the rise of themes, steers into the 2000s spotlight of global attention and social messaging, and finally parks in today’s world of AR, VR and digital-first celebrations. Each era is splashed across the taxi’s changing surface: hand-painted motifs and designs shining in royale glitz, capturing the essence of Kolkata’s creativity.

    Music, too, gets a seatbelt moment. From retro tunes to modern beats, every decade’s soundtrack weaves into the storytelling, making the cab not just a carrier of memories but a jukebox of Pujo.

    “Festivals mirror their times, showing how societies evolve,” said Asian Paints, md & ceo, Amit Syngle. “With ‘Choltey Choltey Chollish,’ we wanted to honour 40 years of artistry while resonating with today’s generation. The yellow taxi embodies that timeless journey.”

    Ogilvy North, chief creative officer, Sujoy Roy added, “This is more than a tribute. It’s a love letter to Kolkata: its traditions, its imagination and the enduring spirit of Pujo.”

    With its stylised visuals, vibrant music and a fresh, youthful tone, the campaign doesn’t just celebrate ‘Sharad Shamman,’ it reaffirms Asian Paints’ place as Pujo’s unofficial custodian, turning art, culture and community into a living, moving canvas.

    Because in Kolkata, even a cab ride can feel like a festival.

  • Technosport flexes festive fit with Durga Pujo film and Bengal expansion

    Technosport flexes festive fit with Durga Pujo film and Bengal expansion

    MUMBAI: Pujo just got a wardrobe workout. Technosport, India’s fastest-growing activewear brand, has draped itself in festive spirit with the launch of its Durga Pujo campaign, ‘Fit for Pujo’, while simultaneously flexing its retail muscle in Bengal.

    The campaign, unveiled on Mahalaya, stars acclaimed Bengali actor Bhaswar Chatterjee, whose presence adds a homegrown touch of authenticity. Through poetic visuals and a lyrical voiceover, the film celebrates autumn’s first whispers, the joy of new clothes, and the season of light and renewal. It ties these cultural cues neatly with Technosport’s promise of stylish, performance-driven activewear.

    “Pujo is not just about new clothes, it’s about preparing for a season of energy, joy, and fresh beginnings,” said Technosport, head of marketing, Patralika Agrawal. “With ‘Fit for Pujo,’ we wanted to capture that spirit, making activewear feel as festive as it is functional.”

    The campaign launch coincides with two new exclusive brand outlets opening in Kolkata’s Mani Square Mall and Asansol’s Sentrum Mall, bringing Technosport’s nationwide tally to 21 stores. With Exclusive Brand Outlets (EBO) revenues doubling year-on-year and an 83 per cent conversion rate on footfalls, the brand is confidently striding towards its Rs 600 crore revenue goal for FY 2025–26.

    By weaving Bhaswar Chatterjee’s cultural resonance into the narrative and making a strategic push in the East, Technosport is betting big on Pujo as more than just a festival. It’s the season to dress, renew and move.

  • Mindshare, Sunlight, Durga Pujo & the 60 foot Sphere

    Mindshare, Sunlight, Durga Pujo & the 60 foot Sphere

    MUMBAI: Kolkata is dotted with zillions of pandals during the Durga Pujo period. We all know that. Brands trip over each other to partner with the one that will give the maximum bang for the buck. Almost every one works hard get their individual pandal to be a standout.

    Media services agency under GroupM and WPP Mindshare came up with a unique innovation  for Hindustan Unilever Ltd (HUL)’s detergent brand Sunlight.  It  executed an unprecedented brand activation at the iconic Santosh Mitra Square Durga Puja. At the heart of this activation was a groundbreaking 60-foot-tall sphere, a first-of-its-kind installation in India, inspired by the world-renowned sphere in Las Vegas. 

    Utilising innovative LED loop technology, the Sphere displayed stunning visuals and graphics of Bengal’s iconic saree designs, such as kantha, garad, and jamdani, making it an extraordinary spectacle visible from afar. This celebration of Bengal’s rich heritage kicked off on 5 October.

    Powered by 100,000 LED pucks, the installation reinforced the brand’s long-standing commitment to preserving Bengal’s cultural legacy and served a visual treat to the throngs who witnessed this modern marvel. Supported by West Bengal’s leading media powerhouse, ABP, the event was amplified across various channels including print, social media, and digital platforms. The dazzling Sunlight Sphere attracted a host of influencers, who organically created content around the installation.

    The sphere was the highlight of the festive campaign that ran for the detergent this Durga Pujo, combining tradition with innovation. The campaign – Oithirjher Rong Natun Rakhe  (Keeping the Colors of Tradition Alive)  – embodied Sunlight’s commitment to preserving the vibrant colors of west Bengal’s cultural heritage. With Kolkata transforming into a vast public art gallery with thousands of pandals – boasting extravagant themes and artworks, the campaign gave pujo revelers a unique, larger-than-life tech experience.

    “Sunlight has been a part of West Bengal’s cultural fabric for over a century, and we are committed to keeping that legacy alive,” said HUL fabric cleaning unit head Aditya Kasyap. “Our promise of superior colour care for iconic fabrics, delivered through an innovative activation, celebrates both the timelessness of Bengali traditions and the freshness of modern creativity. The experience aims to inspire audiences and ensure the essence of Bengal remains vibrant for generations to come.”   

    Added Mindshare Fulcrum south Asia head Snehi Jha: “Our goal is to create memorable and impactful experiences that build iconic brands for our consumers. With Durga Puja being the most important cultural and religious celebration in West Bengal, there was no better opportunity for Sunlight to connect deeply with its audience. Our innovative Sunlight Sphere installation showcased the brand’s significance on a grand scale, unlike anything seen before in India.” 

  • Gopal Bhar spotted at Pujo pandals in Kolkata

    Gopal Bhar spotted at Pujo pandals in Kolkata

    Mumbai: Sony AATH, one of the most loved Bengali entertainment channels, is adding a dash of colour to the Pujo celebrations with Gopal Bhar visiting Durga puja pandals. The iconic and much-loved character of Bengal is engaging with fans, giving them exciting giveaways and adding to the festive cheer.

    Gopal Bhar, known for his wit and humour, is being spotted in the city, making trips to select Pujo pandals. The legendary court jester began his pandal trail with Thakurpukur S B Park pandal on Panchami along with planned visits to Dakshin 41 Pally, Hindusthan Park Sarbajanin and Dum Dum Park Tarun Sangha on the rest of the days. The audiences were in for a treat to meet their favourite icon and click photos with him. To soar the excitement level, a special Gopal Bhar quiz was conducted giving people a chance to win exciting Gopal Bhar merchandises.

    Gopal Bhar has been an integral part of Bengal’s cultural heritage. Over the years he has amused families through stories that connect them to their roots. The channel aims to bring these timeless tales to life along with sharing the joy of laughter during the festival.

    Keep an eye out for Gopal Bhar’s appearances at Pujo pandals and stay tuned to Sony AATH for more updates throughout the festive season.

  • Hindustan Pencils’ Durga Pujo extravaganza revealed

    Hindustan Pencils’ Durga Pujo extravaganza revealed

    Mumbai: Hindustan Pencils, a pioneer and leader in the stationery industry and is also the proud home of renowned brands like Nataraj and Apsara. The brand is all set to infuse the festive spirits of Durga Pujo with an array of engaging activities and enticing product displays. The grand event is taking place from October 18th to 24th, 2023, at Singhi Park Sarbojonin, Kolkata, along with other prominent locations in Chennai and Bangalore.

    In Kolkata, the celebrations will unfold at the Singhi Park Sarbojonin, Garihahat. Last year’s festivities witnessed a remarkable footfall of approximately 60 lakhs during the final four days, as reported by local law enforcement.

    Hindustan Pencils has thoughtfully curated a thrilling lineup of activities to captivate visitors during the Durga Pujo festival.

    Marvel Avengers selfie stand: Express your admiration for the most powerful superheroes on Earth by taking a selfie with the Marvel Avengers cut-out at the booth, posting it on your Facebook or Instagram profile, and tagging Apsara.

    Product display: Hindustan Pencils will proudly showcase their diverse range of products, providing visitors with the opportunity to explore and acquire their favorite stationery items.

    Brand love wall with Apsara Notebook: A creative display featuring an Apsara notebook page print wall will serve as a backdrop to the stall. Visitors can share their stationery-related memories or express their fondness for the brand on sticky notes, fostering a sense of community and nostalgia.

    Free sampling: Each visitor will receive a complimentary Apsara Wondertip ball pen, allowing them to experience the superior quality of Hindustan Pencils’ products firsthand.

    Matt-magic pencils shaving activities: A fun and exciting contest to engage children and introduce them with the magic of innovative product Matt Magic pencils. Participants will be provided with a Long Point Sharpener and a Matt Magic pencil for a fun-filled shaving contest, promoting skill and creativity. Winners will be provided with exciting prizes like Apsara Marvel Avengers power pack.

    In addition to Kolkata, Hindustan Pencils is actively embracing the festivities in Chennai and Bangalore:

    1. Chennai Event (October 20th to 24th): In Chennai, the organizers have arranged a drawing competition for four age groups – up to 6 years, 7-12 years, 13-18 years, and 19 years & above. Three winners from each group will be awarded Apsara Hampers. Hindustan Pencils’ product display stall will also be a highlight of this event.

    Venue: South Madras Culture Association

    Old No.11A / New. 43, CGE HOUSING COLONY, Beach Rd, T. K, Thiruvanmiyur, Chennai, Tamil Nadu 600041

    2. Bangalore Event: Hindustan Pencils will be showcasing their extensive product range throughout the event.

    Venue: Sorrba Durgotsob, Swarnamukhi Hospital Ground, Beside St. Peter School, Sarjapur Road, Bengaluru 560102

    The Hindustan Pencils is aiming to create a delightful and memorable experience for all visitors.

  • Bingo! Tedhe Medhe blends Pujo and cricket at Jodhpur Park, Kolkata

    Bingo! Tedhe Medhe blends Pujo and cricket at Jodhpur Park, Kolkata

    Mumbai: Bingo! a snacking brand from ITC Ltd, has always been synonymous with entertainment and innovation. This Durga Pujo, Bingo! Tedhe Medhe is set to redefine the festival experience by fusing the excitement of the ongoing cricket festivities with the divine fervour of Maa Durga’s blessings.

    Embracing the ongoing cricket fever and Durga Pujo spirit

    In a groundbreaking fusion of culture and cricket, Bingo! Tedhe Medhe has designed a unique pandal at Jodhpur Park, Kolkata, where a magnificent 12-foot structure of Maa Durga stands alongside a spectacular display of cricketing brilliance – this showcase has been crafted from Bingo! Tedhe Medhe Sticks. The pandal encapsulates the theme of Durga Ma blessing Team India for a triumphant ongoing cricket series.

    Artistry meets tradition

    Inside the pandal, the essence of Kolkata’s iconic structures and rich culture comes to life in a mesmerising 2D art display. At its heart, a beautiful idol of Maa Durga adds a touch of divinity to the artistic tapestry. Kolkata, known for the historic Eden Gardens stadium, pays homage to its cricketing legacy within the pandal. Here, cricket enthusiasts can experience iconic cricketing situations.

    This time, the fusion of the ongoing cricketing series and Durga Pujo days takes on an exciting 3D twist, as life-sized models of cricketing moments are displayed – crafted from Bingo! Tedhe Medhe Sticks. A significant aspect of this awe-inspiring setup is the incorporation of actual Bingo! Tedhe Medhe Sticks, seamlessly integrating the brand into the celebration.

    Bingo! offers a platform that allows devotees and cricket fans to unite in celebrating the grand occasion of Durga Pujo. The unique pandal, adorned with diverse forms of art, brings the spirit of Cricket and the divine blessings of Maa Durga together in a splendid fusion.

  • Tata Tea Gold introduces ‘Banglar Noksha Pujo’ campaign with Laqshya Media’s Dual-Screen 3D Display in Kolkata

    Tata Tea Gold introduces ‘Banglar Noksha Pujo’ campaign with Laqshya Media’s Dual-Screen 3D Display in Kolkata

    Mumbai: As the radiant festivities of Durga Pujo envelop West Bengal in an aura of vibrancy, Tata Tea Gold, the beloved tea brand of the region, magnificently commemorates the spirit of the occasion with an innovative twist. In a first-of-its-kind collaboration, Laqshya Media brings to life an extraordinary dual-screen 3D Anamorphic Display at South City Mall, Kolkata, showcasing the quintessential handloom heritage of West Bengal through a captivating fusion of technology and tradition.

    The awe-inspiring installation, on display from 14 to 21 October 2023, eloquently depicts the splendour of Durga Pujo through an intricate tapestry of Bengal’s five distinct handlooms. From the vivid conch blowing on the Jamdani-inspired packaging to the enchanting rhythms of the Dhaki depicted on the Kantha-inspired designs, the display seamlessly weaves a mesmerising tale of Bengali pride and festivity. Symbolising a tribute to the region’s rich cultural craftsmanship, this groundbreaking initiative by Tata Tea Gold and Laqshya Media Ltd promises to captivate the hearts of onlookers and tea enthusiasts alike.

    Commenting about the successful 3D anamorphic outdoor installation, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “Durga Pujo is a cultural extravaganza transcending the boundaries of celebrations by amalgamating culture, traditions, artistry, and devotion of people. Handlooms are an integral part of festive celebrations, and with our Banglar Noksha Pujo campaign, we aim to pay tribute to the resplendent cultural craftsmanship of the region. By leveraging cutting-edge technology for contemporary storytelling, we endeavour to celebrate West Bengal’s acclaimed handlooms, creating resonance with our consumers. Further, our limited-edition festive packs persist in recounting the awe-inspiring handloom heritage of the state.”

    Laqshya Media Group chief strategy officer Yuvrraj Agarwaal said, “Embracing Tata Consumer with gratitude, we embark on an extraordinary journey during the Durga Puja festivities, harmonising the elements of Tea, Tradition, and Technology to create an unparalleled experience. Durga Pujo, a grand cultural symphony, orchestrates a seamless fusion of culture, traditions, artistry, and devotion, with handlooms as a vital part. Through this campaign, we pay homage to the region’s rich cultural craftsmanship, weaving our story with consumers through the threads of never-seen-before technology.”

    He added, “Our hearts brim with excitement as we unveil our role in illuminating West Bengal’s cultural vibrancy with our cutting-edge Dual-Screen 3D Anamorphic Display. As the pioneering execution of its kind in India by any brand, it stands as a testament to our relentless pursuit of industry-first innovations, underscoring our unwavering commitment to pushing the boundaries of creativity and technology. We are unwavering in our quest to make out-of-home experiences more captivating and immersive, and this project embodies that very philosophy.”

    Laqshya Media Group company – Inventech CEO Sommnath Sengupta joyously reflects on the success of the Tata Banglar Noksha Pujo campaign, emphasising the triumph of the 3D Anamorphic Display from conceptualisation to installation. “With our successful 3D anamorphic outdoor installation and groundbreaking Dual-Screen 3D Anamorphic Display, we celebrate West Bengal’s cultural craftsmanship beyond the ordinary. Our commitment to pushing creative and technological boundaries is evident in every thread, creating immersive connections. We’ve woven an experience that transcends tradition, leaving an indelible mark on consumers’ hearts during the Durga Puja festivities,” he said.

  • Tata Tea Gold celebrates Durga Pujo with Banglar Noksha Pujo packaging

    Tata Tea Gold celebrates Durga Pujo with Banglar Noksha Pujo packaging

    Mumbai: As the vibrant tapestry of West Bengal adorns itself in hues of grandeur to warmly welcome the divine fervor of Durga Pujo, Tata Tea Gold, West Bengal’s favorite tea brand, joyously celebrates this festival with the launch of 10 festive packs inspired from the handloom styles of the state. Durga Pujo is a time when West Bengal is at its colorful best. This heralds a time for the women to adorn themselves with new sarees, selected from a wide array of exquisite traditional handloom and textile creations. This festive ode to the handloom heritage was the inspiration for Tata Tea Gold’s festive series Banglar Noksha Pujo packaging. The Tata Tea Gold festive packs are inspired from five handloom styles : Kantha, Jamdani, Baluchari, Batik and Garad.

    Tata Tea Gold has also unveiled a specially crafted film, developed by Media Monks, that beautifully captures how Pujo is celebrated across the five days from Shashthi to Dashami. Each celebration has been depicted in the style of West Bengal’s rich handloom culture. The story unfolds with a curious child observing the similarity between the design of a Tata Tea Gold Jamdani-inspired pack and her mother’s Jamdani saree. Soon, a captivating conversation takes place between the two, narrating about  Durga Pujo celebrations, basking in the iconic handloom artistry of the region. The film along with a captivating song, brings to life some of the celebratory rituals intricately illustrated on the festive packs.

    The film weaves a rich narrative of West Bengal’s pride and celebrations, from the traditional conch blowing depicted on the Jamdani-inspired packs to the resounding beats of the Dhaki from the Kantha-inspired packs, the devotee (Pujaran) adorned in a Baluchari saree, the Dhunuchi dancer draped in Batik prints, and the women playing Sindoor Khela dressed in Garad sarees.

    Reflecting on the essence of the new Durga Pujo campaign, Tata Consumer Products president – packaged beverages, India & South Asia Puneet Das shared, “As one of the most loved tea brands of West Bengal, we take pride in understanding the people and the local culture. As Durga Pujo is celebrated with such exuberance, we decided to pay homage to these festive celebrations through the famous handloom and textile art of West Bengal. We partnered with five well-known master weavers of West Bengal – Mrityunjoy Chakraborty for Kantha, Sahadeb and Shanksha Basak for Jamdani, Amitava Pal for Baluchari, Sukanta Nandy for Batik and Jiban Polisha for Garad to create special festive handloom designs, which served as inspiration for the design of Tata Tea Gold’s festive packs. These limited-edition special packs, steeped in local flavors, mirror the lively spirit of the festival, encapsulating its vibrant hues and energy. The film shows the visual narrative of the Durga Pujo celebration through our packs.”

    Tree Design co-founder Arnab Chatterjee who had conceptualised the design said, “To capture the festive spirit of Durga Pujo, we decided to harness the immense beauty and depth of the textile and handloom weaves available in the state. Wearing new clothes on the days of Pujo is a tradition, which is why we decided to leverage the magic of West Bengal’s handlooms. We worked closely with master weavers going across the length and breadth of West Bengal and harnessed the magic of their craft to capture the festive fervour in the Tata Tea Gold Festive series packs.”

    Commenting on the genesis of the campaign and the idea, Media Monks chief content officer Azazul Haque said “Durga Pujo for West Bengal is not just a festival, it is an emotion. When Tata Tea Gold designed the special festive packs showcasing the events during the different days of Pujo depicted in the handloom style of West Bengal, the brief for the campaign was simple- Celebrate Durga Pujo through the festive packs. And the film does exactly that. In the film, a mother proudly tells her daughter about the different Handlooms of West Bengal and how they are depicting the celebrations around Durga Pujo. The feeling of Durga Pujo is magical and we have tried to convey the same through this musical, celebratory film.”

  • Croma unveils spectacular alpona on Howrah Bridge to celebrate Durga Pujo

    Croma unveils spectacular alpona on Howrah Bridge to celebrate Durga Pujo

    Mumbai: In a magnificent celebration of Kolkata’s rich cultural heritage, Croma, a Tata Enterprise, proudly unveiled the first-of-its-kind beautiful Alpona painting on the iconic Howrah Bridge in association with Syama Prasad Mookerjee Port Trust to welcome Maa Durga. The Alpona is beautifully crafted on motifs based on electronic gadgets, portraying the importance electronics play in people’s lives. This grand inauguration witnessed an overwhelming response with large crowds gathering to admire the beautiful Croma alpona that marks the onset of the auspicious Durga Pujo festival in the city, bringing together tradition and innovation in a captivating display of artistry.

    Through the magnificent larger-than-life alpona painting on the Howrah Bridge, Croma connected with its customers on a deeper, more emotional level with a message to upgrade their lifestyle through technology. It is a testament to the fact that its customers are the focus of all they do in line with their commitment. Crafted by skilled and popular artist Sanjay Paul and his team, including Anwesak Dawn and 80-plus students from the Government Art College were involved in creating the beautiful Alpona, encapsulating the spirit and artistic traditions of Kolkata. It pays homage to the city’s diverse cultural tapestry, uniting locals and visitors alike in celebration. It is conceptualised by the Croma team and Futuera Inc. and executed by The Brand Street.

    Speaking on occasion, Croma chief operating officer Shibashish Roy said, “We launched our first store in Kolkata in 2019, and, since then, we have scaled up rapidly over the last two years with 14 stores to cater to the growing demand. We are delighted to participate in the festivities and play an integral role in connecting with the sentiments of the locals. We’re here to complement our discerning customers’ electronics shopping experience. With our unique customer service and a wide array of gadgets under one roof, we aim to make this Puja season truly special for everyone.”

    In addition, Croma will also be visible in Puja pandals across the city, namely Mudiali Trikone Park, Chorbagan Sarbojonin, Dum Dum Tarun Dal, Ahiritola, Bagbazar Sarbojanin, and Mudiali Shibmandir, providing technology solutions and engaging with the festive spirit of Kolkata.

    Also, to engage with locals and further increase their awareness and range of their offerings Croma is engaging with locals in Mall activations showcasing their Croma Own Label products. They are actively reaching out to Resident Welfare Associations to foster a deeper connection with the community during the festivities with exciting contests and offers.

  • Zee Bangla welcomes Durga Pujo season with a grand design refresh

    Zee Bangla welcomes Durga Pujo season with a grand design refresh

    Mumbai: Zee Bangla, a prominent name in the Bangla entertainment  industry, has ushered in the festive season of Durga Pujo with a spectacular unveiling of its redesigned aesthetics, dedicated to enhancing the overall viewing experience. Timed perfectly with the auspicious occasion of Mahalaya, the channel’s design philosophy now reflects the rich cultural heritage of Bengal, embracing the vibrant spirit that defines the region. Central to this transformation is the symbol of the ‘fish’, deeply ingrained in Bengali culture. An omnipresent figure in the life of every Bengali, the ‘fish’ marks this new beginning with the promise of success, prosperity, and progress.

    The innovative design strategy, rooted in the latest advancements in “Neuroscience,”  maximises business impact by boosting brand partner visibility and ensuring greater platform recall. This scientific approach, built on a holistic understanding of the consumer journey across broadcast and digital platforms, enhances information retention and captures viewer attention for an unparalleled experience.

    Expressing his enthusiasm, Zee Entertainment Enterprises Ltd chief cluster officer – East Samrat Ghosh said, “Zee Bangla has always been deeply connected with the hearts of the Bengali viewers. As we usher in the auspicious occasion of Pujo, we wanted to bring a fresh and enhanced viewing experience to our consumers, enabling them to rejoice in the festivities with their loved ones. To further deliver on our brand promise of ‘Notun  Chhondey Likhbo Jibon’, this year we are urging each Bengali to take a resolution – ‘Amra  Bhaalo Rakhbo Maa,’ – uniting all to pave the path toward a brighter tomorrow.”

    Speaking on the new development, Zee Entertainment Enterprises Ltd chief marketing officer – content SBU Kartik Mahadev said, “Our unwavering mission at ZEE has always been to consistently craft and deliver extraordinary experiences to our viewers. As our stories touch the lives of millions, our design philosophy, rooted in our ‘Soul to Screen’ approach,  becomes an authentic reflection of our audience’s world. Led by this, Zee Bangla finds its new design expression in the ubiquitous ‘fish’ – a central figure, holding its place of pride in many traditions across Bengal. The fresh interface captures the Bangaliana energy and verve,  symbolizing the channel’s zeal to chart its next phase of growth, further solidifying ZEE  network’s commitment to continuously create value for our viewers and build deeper connection with our brands.”

    Zee Bangla business head Navnita Chakraborty added, “Our brand refresh is a celebration of the Bengali culture and takes inspiration from the vibrant spirit of our viewers. It represents our dedication to providing content that resonates and inspires. We are excited to embark on  this journey and are confident that the audiences will continue to shower their love and  support for Zee Bangla going forward as well.”

    Zee Bangla’s metamorphosis revolves around the theme of ‘Vibrance,’ encapsulating the burgeoning inner strength and unwavering confidence of Naya Bharat that is venturing into uncharted territories with unparalleled vigour. This distinctive design philosophy finds its expression through the visual metaphor known as the ‘Circle of Spark,’ illuminating life’s most pivotal moments with impactful stories and aspirational characters.

    In the spirit of elevating Pujo celebrations, Zee Bangla has given a unique twist to “Sabaike Bhalo Rakho Maa” – a phrase used in every Durga Puja with reverence. A promise to the  Goddess of keeping everyone well has been brought to life with the new expression – “Amra Bhalo Rakhbo Maa” – an offering to the Goddess from all of us.

    Furthermore, Zee Bangla is taking inspiration from the age-old Bangla saying, ‘Baro Mashe Tero Parbon,’ which translates to celebrating 13 festivals in just 12 months. The channel is recreating 10 of these rituals with its main characters, each engaging in various festivities. For instance, Porna will be part of the Kajol Utsav, while Simul and her friends will dance to  Tushu’s tunes, adding a touch of nostalgia and the true essence of Bangaliana to this festive season. These hyper-local cultural expressions of ‘Banglar Utsab Banglar Garbo’ will allow Zee  Bangla to connect at the grassroots level, depicting diverse festival celebrations across Bengal in our vibrant new brand world.

    By creating inspiring, immersive, and interactive experiences, the new chapter in Zee Bangla’s journey aligns with the larger network-level effort to prioritise consistency in consumer experience, as it continues to navigate the ever-changing entertainment landscape.