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Asian Paints Sharad Shamman honors Pujo’s hidden heroes in heartwarming ad
Mumbai: Over the years, while styles, trends, and attitudes have changed in West Bengal, one thing has remained constant—the spirit of celebration. Through these decades, Asian Paints Sharad Shamman has been an integral part of Durga Pujo celebrations and proudly maintains its status of being Kolkata’s most esteemed Pujo Awards since 1985. It has not only led the transformation of pandals from simple setups to vibrant centers of art, culture, and creativity but has also gone behind the scenes to recognize and celebrate the individuals who contribute to making Durga Puja memorable for all. As a tribute to the dedicated people and pandals that have been part of Sharad Shamman for nearly four decades, Asian Paints has released a heartfelt TVC.
Beyond the extravagant pandals and the radiant lights, there exists an unseen army of individuals who labour tirelessly, often unnoticed but never unfelt. They are the unsung heroes of the festivities, the backbone of Pujo. This year, Asian Paints Sharad Shamman pays homage to these unsung heroes who meticulously attend to every detail, from crafting pandal decorations to rearranging furniture, ensuring that every aspect of the festival is perfect. Their ad film is a musical tribute to the resourceful neighbourhood individuals who breathe life into the Sharodiya by simply being a part of it.
Created by Ogilvy, the TVC takes viewers through the lesser-explored alleys of festive Kolkata. It sheds light on the labours of love that ultimately culminate in the grandeur and captivating experiences of Durga Pujo. Unlike the well-known pageantry of Pujo, the TVC focuses on the preparations that build up to it which is where the true essence of the festival resides – in the anticipation and fervour of Agomoni. The ad film offers glimpses of small, heartfelt moments – neighbourhood uncles guiding pandal builders to their designated spots, young girls lending a hand with decorations, and a differently-abled woman using her feet to paint alpona on the ground. It also showcases a group of artistic boys and girls painting a mural of Durga on a wall. Each frame is filled with warmth and camaraderie, highlighting themes of inclusion and acceptance.
Speaking about the film, Asian Paints Ltd MD & CEO Amit Syngle shared, “Asian Paints Sharad Shamman stands tall almost four decades on due to efforts of countless artists, sculptors, devoted committee members & communities or paras at large who work diligently to make their ‘para-pujos’ special and grand. We at Asian Paints are happy to have infused thematic excellence into Kolkata Pujos & championed the cause over years. The love that we have got from the people of Kolkata is special as they fondly refer to Asian Paints Sharad Shamman as the ‘Oscars of Pujo’. Last year, this festival received global recognition when UNESCO honoured it as an Intangible Cultural Heritage of Humanity, a milestone made possible by these heroes & paras collectively, who have worked relentlessly over decades to make their Pujos . They truly embody the heart and soul of Pujo festivities. In our 39th year of Sharad Shamman, we celebrate and pay tribute to these exceptional individuals through our heart-warming film.”
“Durga Pujo is the only time of the year when the art of love and the love of art become one and the same. The days leading up to the big festival transforms into a celebratory workshop of laughter, inclusivity and creativity. Boundaries dissolve and differences get resolved when Pujo comes knocking on the door. That’s what we have tried to show and celebrate through this film. It is an homage to the festivity of creativity.”, said Ogilvy executive creative director Sujoy Roy.
MAM
Omnicom Media appoints Bradley Rogers as CEO of OMD USA
Red Ventures president to lead OMD’s largest market as Chrissie Hanson exits
NEW YORK: Omnicom Media has named Bradley Rogers as chief executive officer of OMD Worldwide’s US business, handing him the reins of one of the world’s largest media agency operations. His appointment takes effect on March 23.
Rogers steps into the role with more than 25 years of experience across media, creative services and digital platforms. Over the years, he has held senior leadership roles at global organisations including McCann Worldgroup, Ogilvy, Mindshare and Red Ventures, working across global, regional and market level operations.
His career has also seen him build long standing partnerships with major brands such as IBM, Mastercard, Microsoft and Nestlé.
Announcing the move, Ralph Pardo, chief executive officer of Omnicom Media North America, said Rogers brings a rare mix of business acumen and cross discipline expertise shaped by leadership roles across media, creative services, commerce and consumer platforms.
Pardo noted that Rogers’ entrepreneurial mindset and ability to connect capabilities, teams and ideas makes him well suited to lead OMD as marketing grows more complex and outcome driven.
Rogers succeeds Chrissie Hanson, who is stepping down after four years as chief executive officer of OMD USA. Pardo credited Hanson with strengthening the agency’s market leadership and deepening the value delivered to clients during her tenure.
Before joining OMD, Rogers served as president at Red Ventures, a digital marketing and large scale customer acquisition company recognised by Inc. Magazine as one of the fastest growing private companies. Prior to that, he was global president and chief operating officer at MRM, part of McCann Worldgroup, where he oversaw global operations across 16 markets and managed relationships with several of the world’s largest brands.
In his new role, Rogers will lead the US arm of OMD, the largest market within the global media agency network.
Commenting on his appointment, Rogers said that as marketing organisations navigate rapid change, agencies must work closely with clients to understand both the pressures they face and the opportunities ahead. He added that his focus will be on delivering measurable outcomes while unlocking Omnicom Media’s strengths in scale, data, identity, commerce and talent to drive growth for the brands it serves.
