MAM
Ad budgets halved ahead of Durga Puja
KOLKATA: Even as the Bengali community prepares to welcome Goddess Durga, the economic recession seems to have dampened Kolkata’s festive fervour.
Advertising budgets have been slashed to half their size while companies are opting for short-term campaigns spanning not more than 15 days in a bid to save the pennies. Brands are likely to divert funds from large-scale advertising campaigns to quick-win promotions, including coupons and POS discounts so as to attract cash-strapped customers.
Sampark Adverting & Media marketing head Kalyan Brata Ghosh agrees that companies are increasingly opting for short-term campaigns. While Inter Action founder Pranatar Chaudhuri says: “The budget is very low. The biggest spender ITC Vivel is almost non-existent. Vodafone has not yet launched its Puja campaign as normally, the telecom service provider starts the campaign three to four weeks before.”
Chaudhuri adds that clients are optimising costs. For instance, both Berger and Asian Paints haven’t rolled out anything major yet. With the Pujas starting from today, the mood is rather low-key.
“We are selling off space at half the cost so that hoardings do not go blank and we earn something during tough times,” a source from an outdoor media agency reveals.
“Pujas are getting hit. Puja committees have lost clients. Money market companies, which, till last year, either spent a huge amount on the Puja campaigns or donated to big Puja committees have almost contributed nil this year,” says a media planner.
Some brands are even back-tracking as no one is willing to spend. “One of my clients got all the plans made and then backed out even when we quoted the cheapest rates,” says a source from a city-based medium-sized outdoor agency.
Meanwhile Sistema Shyam TeleServices, which provides telecom services under the MTS brand, has announced the launch of the MTS Digital Utsav campaign, near to the Durga Puja celebrations. The campaign has been specially designed to cash in on the power of the digital medium for two special initiatives: the MTS Street Food Festival and MTS Digital Pujo Awards, says an SSTL release.
Ghosh points out that most agencies have kept client campaigns under wraps and will unveil them once people start pandal hopping during the Puja.
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
