Paragon, a footwear manufacturer, has unveiled its latest campaign ‘Pujo Mane Chonmone Mon, Chola Mane-e Paragon.’ to celebrate the spirit of Durga Pujo.
The thematic campaign is an attempt to dial-up the emotion and anticipation that the occasion of Durga Pujo evokes in the hearts of Bengalis. As an integral part of the campaign, Paragon urges the audience to step into a pair of Paragon and enjoy the celebration with utmost comfort.
The integrated campaign leveraged a synergistic approach by combining the power of traditional and new media, using the ideal mix of print, outdoor, radio and digital platforms.
The campaign seamlessly combined thematic ads, Pujo wishes on each day of the celebration, celebrity endorsements, distribution of free Pujo passes through several mediums and promotion of its festive footwear collection; with a robust digital and traditional media strategy.
Paragon’s positioning, “Jed, Egiye Cholar.”, embodies the unwavering spirit and relentless drive of the people, especially during the vibrant celebration of Durga Pujo. This festive season holds a special place in the hearts of Bengalis, where the passion for pursuing happiness is at its peak.
The brand’s creative partner, Turmeriq, brought this campaign to life, blending the festive fervour with the essence of perseverance that defines Paragon.
Celebrities like- Sohini Sarkar, Mir Afsar Ali and Ambarish Bhattacharya, appeared in videos, while print, outdoor and radio channels, along with social media influencers, ensured widespread reach.
The entire campaign culminates by emphasising the significance of having Paragon as a steadfast companion on their journey, visually highlighting the brand’s new festive Pujo Collection.
Paragon is also engaging the audiences with a ‘Durga Pujo Quiz’ on digital and radio channels by giving away 100 free Pujo passes to the winners for the 98 famous pandals in Kolkata, empowering the people to celebrate wholeheartedly.
Paragon is experiencing an exhilarating festive season; the excitement is part of a broader festive series that will continue with campaigns for Navratri and Diwali showcasing a variety of new collections. Discover these new offerings on Paragon’s social media platforms, including Instagram, Facebook and YouTube.
Speaking about the development, Sachin Joseph, Executive Vice President of Marketing and IT, Paragon Footwear, said, “This festive campaign celebrates those who continue to move forward in their pursuit of happiness. At Paragon, we aim to be your reliable companion, providing comfort every step of the way. This season, we hope to add a touch of joy to your celebrations as you strive toward your dreams.”Further, Rahul Guha, Chief Executive Officer, Turmeriq, said, “Through this campaign, our attempt was to understand and resonate with the spirit of the audience when it comes to Durga Pujo, by building an emotional connection with the people of West Bengal and be part of their celebration.”
