Sr. Vice-President & National Planning Director
at
Wunderman Thompson South Asia
Gurgaon, 印度
| 标题 | Phirey Esho Kolkata 2 |
| 广告公司 | Wunderman Thompson South Asia |
| 广告战役 | Durga Puja |
| 广告主 | The Times of India |
| 品牌 | The Times of India |
| 首次发布日期 | 2019 / 10 |
| 行业领域 | 报纸、杂志、书籍 |
| 哲学 | Durga Puja brings not just a Devi or Ma, but a daughter, back to her home and so did the campaign conceptualised by Wunderman Thompson for The Times of India (TOI). The second round of Phire Esho, TOI’s award winning campaign, celebrated the intense Bengali urge to be back home for Pujo, by raising the heart-warming call, “Ma Aaschen. Tumi Kothae?” (Durga Ma is coming home. Where are you?) Especially calling out to every daughter of Kolkata, the real Devis, without whom, Durga Puja remained incomplete. The campaign created by Wunderman Thompson is an evocative image of daughters getting off planes, trains and buses – every regular mode of transport, seemingly regular girls, but with Ma Durga’s ten arms forming behind her (with the arms of co-passengers behind her). Hitting the point home that in every daughter, resides the spitting image of Ma Durga, without whom there can be no Puja. This image and the rally cry of “Ma Aaschen. Tumi Kothae?” ran central to the campaign, activated across print, radio, digital and outdoor. Print advertising rolled out in Kolkata and Outside Kolkata ignited the need to go back home to Kolkata among Bengalis across the country. For those not from Kolkata, it created intrigue as to what the whole deal was about. The ads had influencers and regular folks (Bongs and Non-Bongs alike) sharing on twitter, on blogs on Whatsapp. TOI invited readers to write letters to their daughters on phireyeshokolkata.com. Select letters were featured in TOI and were awarded tickets to come home. This enabled the homecoming of 15-year-old Sammohana, who flew home from Chennai to Kolkata for Durga Puja after 11 long years, her first time ever on an aircraft (image attached). The emotional Phirey Esho film, about the anticipation of a daughter’s homecoming for Pujo, featuring notable dancer Tanusree Shankar,and actors Ritabhari Charaborty and Paoli Dam, drew many a tear and many a repost. The film, directed and edited by Pritha Chakraborty and with a background score by Prabuddha Banerjee, crossed 4.5 million views in less than a week from its launch, reaching more than 15 million people, recorded engagements of over 600000 from women from more than 20 different countries. Notable people from the city, RJ MiR, Anupam Roy, Riddhi Sen, Srijit Mukerji shared the film from their handles. Every Bengali can smell Pujo coming in the air. A print innovation in The Times of India Kolkata on the morning of 24th September brought this Pujo feeling to every home and doorstep, with a newspaper, scented with Sandalwood with a Kashphool (a wild flower from the soil of Bengal whose blossoming signifies the arrival of Maa Durga) inserted within the sheets. The heartstrings got no rest, the newspaper of the day further carried a letter from notable writer Shankar, to his daughter, to come home for the Puja. |
| 媒体类别 | 互动 |
| 长度 | |
| 导演 | Pritha Chakraborty |
| 剪辑师 | Pritha Chakraborty |
| Dancer | Tanusree Shankar |
| 演员/名人 | Ritabhari Charaborty |
| 演员/名人 | Paoli Dam |
| 音乐 | Prabuddha Banerjee |
| VP & Sr Creative Director | Sumonto Ghosh |
| 创意总监 | Anujit Roy |
| Senior Creative | Binoy Sarkar |
| SVP Planning | Pinaki Bhattacharya |
| VP & Executive Planning Director | Shweta Khosla |
| Account Planning Director | Sulagna Chanda |
| VP & Exec Business Director | Neetika Aggarwal |
| VP of Client Services | Bhavana Dogra |
| 客户经理 | Riya Mitra |