Mindshare, a media services agency under GroupM and part of WPP, has conceptualised the new festive campaign for Sunlight Detergent this Durga Pujo, combining tradition with innovation.
The campaign- ‘Oithirjher Rong Natun Rakhe’ (Keeping the Colours of Tradition Alive) embodies Sunlight’s commitment to preserving the vibrant colours 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 revellers a unique, larger-than-life tech experience.
To elevate this campaign, Mindshare executed a brand activation at the Santosh Mitra Square Durga Puja. At the heart of this activation was a 60-foot-tall Sphere, a first-of-its-kind installation in India, inspired by the 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 October 5.
Powered by 100,000 LED pucks, the installation reinforced the brand’s commitment to preserving Bengal’s cultural legacy and served a visual treat to the throngs who witnessed this modern marvel.
Supported by 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.
Aditya Kasyap, Head, Fabric Cleaning, HUL- Sunlight Detergent, said, “Sunlight has been a part of West Bengal’s cultural fabric for over a century, and we are committed to keeping that legacy alive. 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.”
Snehi Jha, Head- Mindshare Fulcrum, South Asia, said, “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.”
