MUMBAI: Kolkata is dotted with zillions of pandals during the Durga Pujo period. We all know that. Brands trip over each other to partner with the one that will give the maximum bang for the buck. Almost every one works hard get their individual pandal to be a standout.
Media services agency under GroupM and WPP Mindshare came up with a unique innovation for Hindustan Unilever Ltd (HUL)’s detergent brand Sunlight. It executed an unprecedented brand activation at the iconic Santosh Mitra Square Durga Puja. At the heart of this activation was a groundbreaking 60-foot-tall sphere, a first-of-its-kind installation in India, inspired by the world-renowned sphere in Las Vegas.
Utilising innovative LED loop technology, the Sphere displayed stunning visuals and graphics of Bengal’s iconic saree designs, such as kantha, garad, and jamdani, making it an extraordinary spectacle visible from afar. This celebration of Bengal’s rich heritage kicked off on 5 October.
Powered by 100,000 LED pucks, the installation reinforced the brand’s long-standing commitment to preserving Bengal’s cultural legacy and served a visual treat to the throngs who witnessed this modern marvel. Supported by West Bengal’s leading media powerhouse, ABP, the event was amplified across various channels including print, social media, and digital platforms. The dazzling Sunlight Sphere attracted a host of influencers, who organically created content around the installation.
The sphere was the highlight of the festive campaign that ran for the detergent this Durga Pujo, combining tradition with innovation. The campaign – Oithirjher Rong Natun Rakhe (Keeping the Colors of Tradition Alive) - embodied Sunlight’s commitment to preserving the vibrant colors of west Bengal's cultural heritage. With Kolkata transforming into a vast public art gallery with thousands of pandals - boasting extravagant themes and artworks, the campaign gave pujo revelers a unique, larger-than-life tech experience.
“Sunlight has been a part of West Bengal’s cultural fabric for over a century, and we are committed to keeping that legacy alive,” said HUL fabric cleaning unit head Aditya Kasyap. “Our promise of superior colour care for iconic fabrics, delivered through an innovative activation, celebrates both the timelessness of Bengali traditions and the freshness of modern creativity. The experience aims to inspire audiences and ensure the essence of Bengal remains vibrant for generations to come.”
Added Mindshare Fulcrum south Asia head Snehi Jha: “Our goal is to create memorable and impactful experiences that build iconic brands for our consumers. With Durga Puja being the most important cultural and religious celebration in West Bengal, there was no better opportunity for Sunlight to connect deeply with its audience. Our innovative Sunlight Sphere installation showcased the brand's significance on a grand scale, unlike anything seen before in India.”
