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Durga Pujo is a time when West Bengal is at its colorful best, a time for the women to adorn themselves with sarees, from a wide array of exquisite traditional handloom and textile creations. This festive ode to the handloom heritage was the inspiration for Tata Tea Gold’s festive series packaging. We launched 10 packs inspired from 5 Bengali handloom styles: Kantha, Jamdani, Baluchari, Batik and Garad depicting the key rituals around each day of Pujo. The story behind these festive packs and deep love for handwoven & textile sarees, we coined the term ‘Banglar Noksha Pujo’ meaning Bengal’s Celebration of Patterns. Leading the marketing & communication strategy was the Digital Video Film that portrayed the cutest story of cultural heritage, nostalgia and love for sarees being passed down from a mother to her daughter. We collaborated with popular Bengali influencers to kick start the conversation around the film and people’s love for handloom sarees. The social media plan showcased reels that used elaborate and stylised illustrations to talk in depth about each handloom style, their feature and origin while deftly utilising the Pujo elements. We invited women of all ages and styles to share their Pujo OOTD (outfit of the day) with us on Instagram as a fun, engaging leg to the campaign. The winners of the contest won the Tata Tea Gold festive series kit.Pujo Film Video Views - 16.9M Social Conversations - 4,291, a 40x jump over FY 22-23 Campaign Engagements - 17.2K Influencer Interactions - 368K | Total views - 858K | Reach: 9.3M UGC Posts: 146 | Engagements: 4.4K | Views: 131K | Reach: 910K Publications - 33 | Combined Reach - 29M 99% Positi+ve Sentiment Completed Video views (60 sec DVC) across platforms - 4.1Mn Top platforms - Meta & Disney Hotstar