MAM
Headline Asian Paints brings Goddess Durga home with its new film
NEW DELHI: With Durga Puja right around the corner, Asian Paints Sharad Shamman has launched its new film ‘Dugga Elo Ghawrey’ – Maa Durga is coming home.
As authorities issue new guidelines and restrictions every day and people are advised to follow social distancing and other precautions (with good reason), the gaiety and dazzle of the festival seems to have dimmed. But through its new campaign, Asian Paints wants to send the message that though things may be different, the essence of pujo and the devotees’ feelings about it will always endure.
‘Dugga Elo Ghawrey’, is a story of little Mini’s pujo surprise. The film opens with a despondent little girl, ruing the fact that she won’t get to enjoy the customary pandal hopping and other pujo delights. But her family members feel differently about it. They take it upon themselves to transform their home into a vibrant pujo pandal, complete with carnival games, snacks and sparkling laughter. As for the homecoming of the Goddess, the little girl discovers Durga Maa on her living room wall. Her mother paints the Goddess with Asian Paints wall colours, thereby bringing a new kind of celebration to light.
The melodious background score in the film has been created by renowned band Lakkhichhara.
In keeping with tradition, Asian Paints will be honouring the three best pujas or Shreshtho Pujas that inspire and are innovative this year too. It includes one pandal each for discovery of the year (Bauchorer Bismoy), innovative excellence (Nobo Nakshi), and best idol maker (best Pratima Shilpi).
Asian Paints and Durga Puja have a shared association since 1985, said MD and CEO Amit Syngle said, “This year when people thought sharadiya (the autumnal season of celebration) will look and feel different, we launched a new film to reinstate the fact that with Asian Paints Sharad Shamman, pujo is wherever you are. Just as elaborate decorations enhance the beauty of a pandal, Asian Paints adds life and colour to homes and celebrations,” he added.
Ogilvy ECD Sujoy Roy said, "As a brand of colours, Asian Paints has brought Goddess Durga home in a way that is as unconventional as it is relatable."
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
