The Campaign

Durga Pujo is a 10 day festival of which the last 5 days are spent visiting Pandals (a temporary structure set up to venerate the goddess Durga) across the breadth and width of the city The category insight was that when people shop they shop for Pujo as a single occasion. We saw an opportunity to get people to buy not one but five outfits for Pujo. Our idea was to create a new look for each of the five days of Pujo when people go Pandal hopping dressed in their finery. To become a part of their life, conversation and lingo, we needed to create a unique platform that would appeal to the different target segments and make them experience fashion that they could talk about.

Creative Execution

(1) Got 5 teams each consisting of a prominent actor and celebrity stylist to create 5 looks for 5 days of Pujo, seeding these in the leading media and the celebrity duo’s social-networks (2) Released teaser ads asking people to hold purchases till they saw what was in store for them at the 5 iconic locations (3) At these locations the consumers were given a live preview of the latest Pujo fashion-trends through Fashion-Flash-Mobs. Leading celebrities were show-stoppers (4) Post the flash mobs, Stylists were stationed in fbb-stores. Consumers could come to them for free makeovers/consultations Every element of activation was made larger than life by seeding it across multiple touch points-TV/Newspapers/Radio/Digital. Structured content to not just cover the 5 looks for 5 days, but capture the emotions & beliefs of the consumers Celebs drove the excitement & footfalls in stores, Style tips from fashion experts strengthened the brand promise

We won over Eastern India leveraging the largest festival in the Zone 1. Brand tasted success with this activity, which led to sales growth by 52% during the activity period 2. Number of bills increased by 27% vs YA. 3. 30% increase in footfalls during the activity vs YA 4. Brand Loyalty increased at 122 Index during Pujo period vs YA 5. With a miniscule investment, garnered earned media worth USD 0.7 Mn 6. Facebook posts by Celebs & Stylists garnered more than 0.5 Mn engagements be it likes, comments & shares Biggest of all, FBB becomes synonymous with Pujo Shopping and also the most preferred shopping destination in West Bengal

Fashion in India is mainly driven by Bollywood superstars & Cricketers. People follow their icons to know about the latest fashion trends. Moreover, this communication of fashion is only about looks & these latest trends are mainly covered in Newspapers, magazines and in the last few years on Digital. We changed this by creating multi-media moments that got people to experience fashion not just as a passive viewer in media but consuming it live on the Streets of Kolkata

Insights, Strategy and the Idea

In the traditional city of Kolkata, the main source of information for the latest fashions has always been either newspapers, magazines and off lately digital. Only the few elite attend the fashion shows while the common people read about it in articles Research also showed that our consumer • Soak up new experiences and want to talk incessantly about them • Constantly on the move to next cool thing • Insane desire to share everything with their social circles, offline and online Our strategy was to ‘own Pujo’ by taking fashion live to the streets of Kolkata thereby creating memorable experiences for the Pujo shoppers. We democratised fashion by taking it out of mass media and bringing into the lives of our consumers