At Radium Management, we believe Durga Puja in Kolkata is the best time for brands to connect with their TGs. Why? The city puts on its best look to welcome and host the Divine Goddess and looks divine itself, friends and relatives arrive from places near and far to soak themselves up wholeheartedly with the festive spirit that’s hard to miss, no matter how hard the past months have been, everyone steps out in joy and reverence to meet Maa Durga and then later, to catch up with loved ones, not forgetting to indulge in many good old-fashioned food binges.
The reasons may be one or a combination of many but ‘Make Durga Puja Memorable’ could well be the refrain playing in everybody’s mind at the time. The celebration goes so big that many swear that Kolkata’s Durga Puja simply cannot be recreated anywhere in the world.
Little wonder then that brands, big and small, go all out to make the biggest splash and leave as huge an impact as possible when Durga Puja is here.
This year, Radium Management, Kolkata’s leading BTL agency, collaborated with Jac Olivol and Polycab amongst other clients bringing alive two fascinating activations that set the wheels going for lots of happiness and brought a smile to many faces. In turn, this created happy memories for pandal visitors and ensured the brand connected well with the targeted audience.
Here’s how Radium Management reinforced relationships with customers for the above-mentioned brands at some renowned Durga Pujas in Kolkata –
Jac Olivol and Rayban Meta Glasses – This fun collab between Jac Olivol Body Oil and Rayban Meta Glasses was brought alive by Radium Management. It was an activation that saw lots of engagement at Kolkata’s Maddox Square, the city’s top hot-spot across generations. What visitors saw was a largish Jac Olivol Body Oil bottle come alive and move all over at Maddox Square – no, kidding – actually, what they saw was the Jac Olivol mascot innovatively named ‘Glow Collector’ looking around for healthy glowing faces in the crowd of visitors. The moment his sharp-eyed vision spied a glowing face he snapped on his Rayban Meta Glasses and hey presto, the pretty one’s photo was clicked in a jiffy and went alive on the large screen at the ground, beaming down at everyone. The delighted visitor was presented with a spot framed photo of the shot and a gift hamper, other than enjoying the delight of seeing her photo flashing not just Maddox Square and but also host of social media platforms. Glowing and how!
Polycab – Radium Management ensured Polycab went the extra mile to make Durga Puja memorable for one and all with its range of fascinating branded installations and tunnel at famous puja celebrations like Ballygunge Cultural Association, Behala Natun Dal, Singhi Park, Samaj Sebi Sangha.
As a brand, Polycab prides itself on its Indianness and rejoices with lakhs of Indians when they celebrate each unique Indian festival and this wasn’t different. Durga Puja has forever been a celebration with your loved ones over and above the spirituality. Here, the Durga Puja and Polycab association ensured a reflection of this precious emotion all the way. There were Polycab Baby Care feeding and resting zones for young mothers and their little ones, and Polycab Cool Zones with comfortable resting options and a clean and restful interior where pandal visitors specially seniors and super seniors could take a short break to rest their aching feet.
At Ballygunge Cultural Association, the innovative Polycab branded tunnel was constructed without an iota of damage to the old stately trees in and around the pandal.
At Samaj Sebi Sangha, skilled artisans created jaw-dropping installations of Devi Durga and Her children’s vahanas with a mesmerizing interplay of colored wires and switches.
Inputs by Neha Karmakar