Ad Campaigns
Coca-Cola sparkles with ‘Coke-er Shaathe Roj, Pujo’r Mahabhoj’ for Durga Puja
Mumbai: As India gears up for the vibrant and spirited festivities of Durga Puja, Coca-Cola in India is thrilled to announce its new festive campaign, “Coke-er Shaathe Roj, Pujo’r Mahabhoj”. The campaign is dedicated to celebrating the grandeur of Pujo, with a special focus on the joy of shared meals and festivities over a delicious Coke. The campaign’s name, “Coke-er Shaathe Roj, Pujo’r Mahabhoj”, translates to ‘Pujo’s grand food/festivities along with a Coke,’ encapsulating the essence of the campaign.
The film is built on a diverse backdrop of five days of Durga Puja celebrations, where the cities gorge on lights, love, and delicacies and unlock new friendships. To convey this idea with creativity and artistry, Coca-Cola launched an interesting, animated film titled ‘THALA HOPPING’. The story unfolds on the surface of a table where an illustrated character comes to life as a chilled Coke is placed along with the sumptuous delights. The film charts the character’s journey of pandal hopping across the length of the table, offering a glimpse into a montage of special moments that will be created during the festival.
The campaign actively embraces and promotes art, music, and food, establishing a significant presence of Coke in cultural and culinary domains. Kolkata is already witnessing the colourful illustrations of Coke and food adorning its streets.
Commenting on the exciting new campaign, Arnab Roy, Vice President, Marketing Coca‑Cola India and South-West Asia, “Coca-Cola has always endeavoured to become a part of India’s cultural fabric. Our Durga Puja campaign is a passionate attempt to blend into the rich canvas of the ethnic traditions of Bengal. The heartening reception of our film has left us humbled and more committed than ever to continue celebrating and becoming an integral part of such diverse and vibrant cultural experiences.”
“Pujo is so much more than kaash phool, kolakuli and a customary Durga Puja jingle. It is a melting pot of flavours, characters and quirks. We didn’t just want to make a piece of communication that celebrates the generally accepted cliches of Pujo. For us, the real magic of Pujo lies in the minute brush strokes, the intricate moments of love and camaraderie. This film offers an unconventional perspective to Durga Puja celebrations. Seen yet unseen.”, remarked Sujoy Roy, Executive Creative Director, Ogilvy.
This 360-degree campaign will be aired on social & other mediums, while the visuals have been integrated on-ground, for in-store experiences, out-of-home advertising, and print ads for comprehensive brand visibility.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
