MUMBAI: If storytelling were an art form, this one’s painted in vermillion and gold. News18 Bangla’s Durga Puja brand campaign, crafted in collaboration with Daaker Shaaj, has struck global gold again earning a coveted spot on Ads of the World for the second consecutive year. The campaign celebrates Bengal’s biggest festival through a cinematic blend of emotion, artistry, and community spirit that feels as timeless as the beats of the dhaak itself.
Durga Puja isn’t just a festival, it’s five days of goosebumps, glitter, and grace that transform Kolkata into a living, breathing artwork. It’s where neighbourhoods turn into museums, and the faithful become storytellers. Channeling that magic, the campaign uses the ubiquitous boom, crafted with Daaker Shaaj’s signature detailing, as its visual thread connecting everyday Puja moments in a shared celebration of togetherness.
The film’s Bengali copywriting hums with poetry and pride, weaving diversity, devotion, and the festival’s chaotic beauty into one seamless story. It captures the pulse of the city the late-night pandal-hopping, the sparkle of new clothes, and the laughter echoing over bhog and beats. Every frame feels soaked in nostalgia yet freshly relevant, offering viewers an emotional walk through Bengal’s cultural soul.
Created by Inner Circle, this is not just a campaign but a cultural postcard, one that continues News18 Bangla tradition of elevating festive storytelling. Its repeat recognition on Ads of the World cements the brand’s reputation for innovative, inclusive, and locally rooted creativity that resonates globally.
“Durga Puja is not only a religious festival but an emotive experience for people of Bengal. This campaign brilliantly captures that spirit, blending its rich culture with compelling storytelling,” said Xiaomi India RMM East Gourav Sinha.
Echoing that sentiment Wow! Momo, CMO and co-founder L. Muralikrishnan added, “Durga Puja is not just a festival, it’s a celebration of myriad hues of what Bengal stands for; which is ‘For All. By All.’ This campaign beautifully captures that spirit, blending cultural authenticity with inclusive storytelling.”
By celebrating the vibrancy and inclusivity of Durga Puja, News18 Bangla’s campaign doesn’t just showcase Bengal’s creative might, it reminds us why great ideas, like great festivals, are “for all, by all”. As the dhaak beats rise once again, this campaign proves that when culture meets creativity, the world can’t help but dance along.
