Durga Puja, undoubtedly the biggest festival closest to a Bengali’s heart, has become one of the biggest marketing opportunities for brands. What once used to be conducted on Chanda(personal monitory contributions) has now been virtually taken over by big corporate sponsorships making the streets of the city chaotic with 1000’s of branding banners covering the entire city streets. This approach has not just confused the consumers, but also become irrelevant as they looked at it as an inefficient way of brand communication delivery platform. Learning this insight, we had to come up with new and advanced way to connect to our core TG.

Pepsi tied up with one of the biggest Pandal with 10 lac + footfall in the heart of the city which enabled the TG to experience the LIVE aerial view of the city’s pomp and show during Durga puja. A radio leg which invited consumers to share their festive moment and the best 500 being gratified with the Hot air balloon ride 500 ft above the ground. Span of 5 days, we had band performances by local well-known bands which added more fun to the moment of celebrations.