Mumbai: Highlighting the spirit of Durga Puja in a unique style, TV9 Bangla launched a campaign showcasing popular areas in Kolkata frequented by pandal hoppers, including Bagbazar, known for its traditional theme, and Maddox puja, famous for its youthful crowd. It also mentions Bosepukur, which was among the first to introduce theme pujas in Kolkata and features the light and décor of Ekdalia Evergreen. Additionally, the song recalls notable pujas in Naktala and Samaj Sebi, among others.

The campaign features two protagonists visiting pandals across the city while the TV9 Bangla OB van travels to district hotspots in Bengal, including Hazar Duari, Bandel Church, and Cooch Behar Raj Bari. Highlighting the tagline "Na Dekhleyi Noye," meaning not complete without seeing, the new campaign song emphasizes that the day's news from TV9 Bangla is essential, just as seeing Ma Durga during Durga Puja is necessary, with the music capturing the festive spirit.

The campaign's visuals combine AI and graphics, with hand-sketched and painted elements animated to match the background score. AI enhances the animation, and VFX is used for special effects after framing each shot.

The campaign song features contributions from NEO - The Creative Company as the agency, music composed by Ishaan, and vocals by Upal Sengupta.

On this occasion, TV9 Bangla managing editor and business head Amritanshu Bhattacharya asserted, “TV9 Bangla has been serving ground-breaking and factfinding news across Bengal. With Durga puja approaching, we are proud to present a contemporary puja release campaign that has a realistic touch of news. On deploying AI technology and graphical representation, this song will ring into the mood of festivities.”