| Title | PHIREY ESHO |
| Brand | BENNETT, COLEMAN AND COMPANY LIMITED |
| Product / Service | PUBLICATION |
| Category | C05. Cultural Insight |
| Entrant | BENNETT COLEMAN & CO. LTD. Kolkata, INDIA |
| Idea Creation | BENNETT COLEMAN & CO. LTD. Kolkata, INDIA |
| Name | Company | Position |
|---|---|---|
| Kaustuv Chatterjee | Bennett Coleman and Co. Ltd. | Head of TOI Langauges |
| Debadyuti Karan | Benett Coleman and Co. Ltd. | Project Lead |
| Pinaki Bhattacharya | Wunderman Thompson, India | Strategy and planning |
| Bhavana Dogra | Wunderman Thompson, India | Account management |
| Anujit Roy | Wunderman Thompson, India | Creative (art) |
| Binoy Sarkar | Wunderman Thompson, India | Creative (copy) |
| Sanat Sinha | Wunderman Thompson, India | Strategy and planning |
"Tumi Kothaye?” - Where are you? The festivities are incomplete without you. "Abhaya Mudra" - Hand position of Goddess Durga to bless her devotees
‘Durga Puja’, an annual festival in Kolkata, recognized by UNESCO as an Intangible Cultural Heritage, has Kolkatans return home to their family to celebrate Goddess Durga. Since the pandemic, people were wary of travel and Kolkatans could not make the trip back home to venerate the ten-armed Goddess. The Times of India, Kolkata’s leading English daily, decided to rise above the negative news to start a positive conversation. The newspaper used an element central to the festival for making a clarion call to Kolkatans to come home. One of the ten hands of Durga is in the position called ‘Abhaya Mudra’, to bless devotees and protect them. Leveraging this posture, TOI created editorial communication by lending their pages to local Kolkatans to call their loved ones back home, by getting them to write on their palms, asking “Tumi Kothaye?” (Where are you? The festivities are incomplete without you).