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‘Desh Durga Puja’ campaign makes it to Lurzer’s Archive

Conceptualised by Bates CHI & Partners, Kolkata, the campaign blends literature and Puja cues into its creative

Sarmistha Neogy | Mumbai | December 24, 2014

Lurzer Click on the image to enlarge.

The ‘Desh Durga Puja’ campaign launched in 2014 has become the first-ever Bengali campaign to be selected and published in the celebrated advertising magazine Lurzer’s Archive. Bates CHI & Partners, Kolkata, conceptualised the campaign titled ‘Best Collection of Modern Bengali Literature’ for Desh Pujabarshiki, from the stable of Anandabazar Patrika. It contains literature penned by acclaimed Bengali authors.

Commenting on the concept behind the campaign, Subhadeep Dawn, Senior Art Director, Bates CHI & Partners, said, “Every year the Desh Pujabarshiki campaign blends literature and Puja cues into its creative. This year, the idea revolved around ink art. Ink used in fountain pens is the author's device, whereas the lotus, conch and trident are quintessentially puja elements used either in the rituals or as the weapon of Goddess Durga.”

“The brief for this campaign was quite simple. We were asked to make Desh Pujabarshiki, the first option for all the readers. However, there was a challenge during the execution which we had to overcome. The first idea which we submitted was not liked and therefore, it got rejected. The problem with Puja special issues is that work gets completed by June-July; but, in this case, when our first idea got rejected, we had to rush through, because we didn’t have much time. Thankfully, we came up with a new idea, which was completed in four days,” added Dawn.

Riding on legacy and meaningful content, Desh Pujabarshiki is an esteemed magazine that the Bengali intelligentsia adores and waits for in anticipation.

Credits:

Agency: Bates CHI & Partners, Kolkata

Executive VP: Abeer Chakravarty

ECD: Suraj Vasanthan

Associate CD: Kirtish Talukdar

Copywriter: Rupamanjari Mitra

Art Director: Subhadeep Dawn

Illustrator: Subhadeep Dawn

Account Management: Anirban Sarkar, Shamik Ghosh

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