Durga Puja, West Bengal’s iconic cultural festival, has emerged as a high-stakes marketing platform, with corporations across industries harnessing its emotional and commercial potential to engage millions of consumers. Blending tradition with innovation, brands in personal care, fashion, food, and technology are rolling out immersive campaigns, product launches, and on-ground activations to capitalize on the festival’s unprecedented footfalls and peak spending.

Joy Personal Care, a leading skincare brand, is driving festive excitement with targeted activations. “Festive activities allow us to engage when consumer sentiment is at its peak,” said Poulomi Roy, CMO of Joy Personal Care. Meanwhile, Myntra Jabong India Pvt Ltd has launched Souragya, a premium ethnic wear brand co-created with cricket legend Sourav Ganguly, featuring Bengal-inspired designs to appeal to a national audience. “Sourav’s vision of authentic Bengal-inspired fashion is the cornerstone of this collaboration,” a Myntra spokesperson noted.

Emami Agrotech’s Atta Durga campaign marks its entry into the staples market with a striking initiative: an idol of Maa Durga sculpted from its fresh chakki atta. “This symbol represents nourishment, purity, and tradition—qualities our atta embodies,” said Vibhash Agarwal, director at Emami Group.

Tata Tea Gold has embraced Bengal’s artistic heritage with its Banglar Shilpi Shojjito Pujo campaign, unveiling limited-edition packs designed by five Bengali artists, complemented by live art demonstrations and an AI-driven commercial portraying Durga Puja as a living painting. “Each design is a tribute to the art and emotions of Durga Puja,” said Puneet Das, president of packaged beverages at Tata Consumer Products.

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Fortune Foods by AWL Agri Business Ltd is scaling up with branding across 1.3 lakh sq. ft. in Kolkata and 30,000 sq. ft. in districts, integrating staples like rice and atta into festive rituals. “Durga Puja offers a chance to be part of traditions,” said Mukesh Mishra, joint president of sales and marketing. Eveready Industries, a legacy brand, is highlighting its role in households with batteries and lighting solutions, with CEO Anirban Banerjee noting, “Festivals embody light and shared experiences—needs our portfolio fulfills.”

Bata India is blending nostalgia with modern incentives, launching a new collection featuring actors Neel Bhattacharya and Darshana Banik. “Puja means walking, and walking means Bata,” said Badri Beriwal, chief strategy officer, referencing the brand’s Price Promise campaign, which passes on a 7% GST reduction to consumers for footwear under ₹1,000.

Industry experts highlight Durga Puja’s unique blend of cultural symbolism and massive crowds as a golden opportunity for brands. Unlike short-term sales pushes, companies are focusing on long-term consumer loyalty, embedding their products in both daily life and festive rituals. From skincare activations in housing complexes to ethnic fashion and atta-crafted idols, corporates are ensuring their brands resonate deeply during Bengal’s grandest carnival, transforming Durga Puja into a powerful convergence of culture and commerce.

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