Zee Bangla focuses on togetherness and inclusivity in Durga Puja film by L&K Saatchi & Saatchi

Zee Bangla has conceived its latest brand campaign – “Bangalider Antorikotai - Bangalider Heritage” on the occasion of Durga Puja.

This year, the festival gains an even bigger status as it has been granted the UNESCO heritage tag. With this achievement in mind, Zee Bangla partnered with L&K Saatchi & Saatchi to celebrate the true reason behind the festival – the people and their warmth, which Bengalis carry as their badge of honour.

Conceptualised by L&K Saatchi & Saatchi, and brought to life by Pritha Chakraborty, the film revolves around a dhaki's son who wants to experience this ‘new Heritage Pujo’ after hearing people talk about it. However, his father who is also unaware of this ‘heritage status’ shushes him and tells him he cannot go as they have a responsibility to play the dhak during the Pujo.

Through lucid storytelling and a small emotional twist in the tale, the boy’s dream is realised thanks to the family members of the ‘bonedi’ house. The film stands as testimony to the true spirit of togetherness that Bengalis are known for as it concludes on a joyous note.

Samrat Ghosh, Chief Cluster Officer – East, Zee Bangla, said, “At Zee Bangla, we are obsessed with the idea of consumer centricity and therefore all our efforts are directed towards touching and enriching the lives of our consumers. We are consciously designing our product offerings to push new boundaries and to excel towards a progressive tomorrow. The same is also reflected through our various marketing and brand initiatives. Our Durga Puja brand film is a reflection of the progressive outlook which blends both the inclusivity aspect of Durga Puja celebration along with the embellishment of a heritage status. This compliments our brand philosophy of ‘Notun Chonde Likhbo Jibon’.” 

Rohit Malkani, Joint National Creative Director, L&K Saatchi & Saatchi said, “Any Pujo communication becomes personal for me, being Kolkata born and bred, and this was no exception. Standing out during Durga Puja in a slew of competitive communication is always a challenge. But I believe we have done an amazing job of finding a slice of Pujo that is not just unique, but also relevant with UNESCO recently adding Durga Puja to its heritage list. As always Zee has been an incredible support, pushing us to get better and better.”

Credits:

Client:

Samrat Ghosh, Chief Cluster Officer, East
Navnita Chakraborty, Executive Vice-President – Programming

Shravanty Roy, Sr. Vice-President – Marketing, Zee Bangla
Amrita Ray, Brand Manager – Marketing, Zee Bangla

Mallika Biswas, Assistant Brand Manager – Marketing, Zee Bangla

Agency:
L&K Saatchi & Saatchi
Paritosh Srivastava, Chief Executive Officer

Account Management:
Atin Wahal, Executive Vice-President – North and East

Anamika Ganguly, Brand Partner
Sayak Sengupta, Brand Director

Creative:
Rohit Malkani, Joint National Creative Director
Sreya Sengupta, Sr. Copywriter
Shubha Sengupta, Group Head (Art)
Koushik Dey, Art Supervisor

Director:
Pritha Chakraborty

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