MAM
Sunlight, SVF Brands launch #SunlightJibonerRong campaign for Durga Puja
KOLKATA: Amid the Covid2019 pandemic, Hindustan Unilever’s detergent brand Sunlight has launched a new campaign telling people that they can make the best of present circumstances, enjoy the Durga Puja festivities and live life in colour.
Conceptualised by Mindshare India and SVF Brands, the #SunlightJibonerRong campaign celebrates the colours of life through a music video featuring renowned actors Alaknanda Ray, Srabanti Chatterjee and Abir Chatterjee. The soundtrack is composed by Ranajoy Bhattacherjee and sung by Bengali playback singer Lagnajita Chakraborty.
Directed by Dhrubo Banerjee, the music video exhibits the magnificent display of Kolkata’s Bonedi Bari (grand old mansions owned by aristocratic families) Durga Puja, setting a familiar festive mood for the audience. The creative concludes on a note of heart-warming family-feeling and brings forth the true essence of pujo. Through this ad, Sunlight wants to drive home the message that no matter the situation, Sunlight wants them to live life in colour and hold on to the colours of life forever.
Dhrubo Banerjee, the director of the Sunlight Jiboner Rong music video said, “My main focus was to make the video resonate with the lyrics of the song. The scenes of the videos are capable of evoking a feeling of happiness and positivity amongst the audience. I hope this Puja song helps people enjoy the different colours of Durga Puja.”
SVF Brands head Arindam Biswas said: “The campaign beautifully expresses the essential features of Sunlight as a brand in the light of festivity. This year Durga Puja is unfortunately not the same as always because of Covid. The goal was to deliver an emotional content to the audience that they can relate to, also with the brand message perfectly embedded in it.”
Hindustan Unilever GM – fabric care Nitish Bhalotia added, "Sunlight is an iconic brand in West Bengal and the brand's message is all about celebrating the colours of life. It encourages people to "live life in colour" whatever be the context or situation. Through this video song #SunlightJibonerRong we want to inspire everyone to be safe, make the most of the situation, keep their spirits high and enjoy the myriad colours of the Puja."
Brands
MS Dhoni joins Cars24’s Crashfree India as Goodwill Ambassador
Cricketing legend lends his voice to the fight against road fatalities in India.
MUMBAI: MS Dhoni has traded his cricket whites for a new kind of captaincy, one that aims to save lives on India’s roads. The former India captain has been appointed Goodwill Ambassador for Crashfree India, Cars24’s national road safety initiative. The move brings one of the country’s most trusted and disciplined public figures to a cause that desperately needs both credibility and urgency.
India continues to record the highest number of traffic fatalities globally. In 2024 alone, 1,80,000 people lost their lives on Indian roads, one every three minutes. The country has roughly 1% of the world’s vehicles but accounts for 11 per cent of global road deaths. Shockingly, 66 per cent of those killed were between 18 and 34 years old, the most productive age group, and nearly 10,000 were school students. Seven in ten fatalities were linked to overspeeding.
Dhoni, known for his calm judgment under pressure, did not mince words when speaking about the issue. “A vehicle gives you freedom, but it also gives you responsibility,” he said. “On our roads, too many people still see safety as a rule to follow only when someone is watching. That mindset has cost us far too much.”
He added: “We already know what is going wrong. We know how many lives are being lost. What we need now is not more excuses. We need more responsibility, more discipline, and more respect for life.”
For Cars24, the association goes beyond a celebrity endorsement. Founder and CEO Vikram Chopra described Dhoni’s involvement as a game-changer: “His understanding of Indian roads is grounded in lived experience. He holds us to a higher standard and his involvement challenges us to push this mission further.”
Crashfree India aims to shift the national conversation on road safety from reaction to prevention, from accepting deaths as routine to treating them as the urgent failure they are. With Dhoni on board, the initiative gains a powerful, trusted voice that transcends statistics and connects directly with millions of Indians.
In a country where dangerous driving is too often mistaken for confidence, Dhoni’s message is refreshingly clear: true strength lies in control, discipline, and respect for life. When one of India’s most respected captains decides to lead this fight, the conversation suddenly becomes much harder to ignore.
The roads just got a new captain. And this time, the goal is not to win a trophy but to save lives.
