October is that time of the year when all things festive begin to surface and the general vibe across the country is that of celebrations. It is the time when a string of festivals is just round the corner and the entire country is riding a wave of joy. One such festival is Durga Pujo that’s celebrated extensively in West Bengal and by the Bengali community globally. This four-day carnival, filled with fun, food and frantic pandal hopping, receives participation from everyone in the country and Durga Pujas are organized all over the map.
With so much celebration in the background, it goes without saying that this is also a time for delectable food. Ranging from mouth-watering street food to scrumptious dishes that make you swoon, Durga Pujo has everything in store for the foodie in you. Resonating with the festive theme associated with this season, Experience Commerce came up with the most amazing and befitting campaign for Fortune Foods to further the fervor. Involving all things that remind us of the beating of the drums, the aroma of bhog and the blissful grace of Ma Durga, the campaign was called the “Pet Pujo Parikrama”. After seeing massive success through the yester editions of this campaign in 2017 and 2018, Experience Commerce returned this year with refreshing new ideas and the perfect flourish of creativity.
While the tussle between Ghotis and Bangals has become a heritage tradition among Bengalis, their difference is not even based on geography anymore and is almost purely a tussle about traditions and dialect. However, when it comes to Durga Pujo the two groups move past this and concentrate whole-heartedly on meeting friends and family, enjoying great food with them and merrymaking for a good four days. Hence, mustard oil which is a super ingredient of Bengali food, unites all Bengalis in a Mahamilan to come together and celebrate the homecoming of Maa Durga.
Crafting a tactful campaign that covered a vivid range of triggers, Experience Commerce was able to design a campaign that successfully evoked a strong sense of the festival. Popular Pujo practices like Pandal hopping (visiting various Pujos), Adda (gatherings at Pujo pandals), etc. were used intelligently to wrap around the twang of the playful campaign. The campaign highlighted how food is a big part of the celebration and the role that it plays in setting the perfect mood for the festival. Showcasing some of the more popular dishes that the Bengali cuisine has to offer, the campaign covered dishes like Shukto, Chingri Maach (Prawn curry), Ilish Maach (Hilsa curry), Aloo Dom (Potato curry), Kosha Mangsho (Meat curry), and many more.
Tingling the taste buds of the onlooker, the campaign showed how food plays an integral part in building the community feeling that is so predominant around this time of the year. However, all this food is a tab bit incomplete without Fortune’s Kachi Ghani cooking oil that adds just the right taste to the extravaganza of Durga Puja. Playing along the theme of Durga Pujo, Fortune aimed to help you sort out your Pet Pujo Parikrama or the plan of action for your hunger pangs.
The video has spread like wildfire and has been appreciated by one and all. The Bengali community, which was the video’s prime target audience, has received the campaign with arms wide open and the video has served as an appetizer right before the celebrations begun. Reaching out to over 6.7 million people, the video has incurred over 4.4 million views and fetched a colossal engagement of over 1.13 lacs with 7 thousand shares. Interestingly, this campaign by Experience Commerce stirred the luke-warm angle of East Bengal vs West Bengal to a whole new level. With a playful connotation, the campaign received massive engagement based on the debate from both sides of Bengal.