It’s Puja time and companies step up brand promotion

Imagine a Puja pandal made of biscuits and candies; goddesses decked in gold and you round-up an evening of pandal-hopping by uploading selfies courtesy free Wi-Fi.

With Durga Puja round the corner, brands are leaving no stone unturned to connect with customers.

In an unique brand promotion initiative, the pandal of Bosepukur Sitala Mandir – one of the top Pujas in the city – is created by replicas of Parle biscuits and confectionery items.

“We are expecting Bosepukur to be a major crowd-puller this time,” Bhavin Panchamia, Senior Product Manager, Parle, told BusinessLine .

This apart, the company will be setting up numerous stalls across the city for brand promotion. Visitors may take part in contests to win a ticket to meet film stars.

Exclusive branding too has come up as another USP this Puja. And home-grown FMCG major Emami Ltd shows the way.

The Vivekananda Park Athletic Club Puja in South Kolkata will exclusively showcase Emami’s HE brand of deodorants.

The deo brand has also roped in the US-based Tracy Lee Stum to demonstrate 3D chalk-art on the theme of ‘a slice of Kolkata and an image of Ma Durga’, in the pandal during the four-day celebration.

At Ekdalia Evergreen, another major South Kolkata Puja, Tanishq will deck-up Goddess Durga and her four children – Laxmi, Saraswati, Karthik and Ganesha – in gold ornaments. Around 8 kg of gold have been used to design the ornaments.

This will be the second straight year when Tanishq takes part in such a branding initiative.

According to Rajeshwari Srinivasan, Associate VP and Regional Business Head, East, Titan Co Ltd, the company will spend approximately ₹1 crore on marketing.

Coca Cola has come up with the strategy to make the most of the trend of uploading selfies.

The company is setting up Wi-Fi zone across seven different pandals in the city. A minimum purchase of ₹50 (from Coca Cola counters) will let people access free Wi-Fi.

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