Max Fashion’s latest TV film captures the real essence of Durga Puja and builds the excitement of Maa Aaschen

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Durga Puja is one of the most auspicious festivals celebrated in India. With the aim to connect with their audiences and strengthen their bonds, Max Fashion launched a beautiful TV campaign ‘Pujor Shuru Max E’. The film is shot with popular stars in West Bengal, Jisshu Sengupta and Nusrat Jahan.

The campaign revolves around the feeling of “Pujo toh eshei gyalo!” (Pujo is almost here!). While Durga Puja is just four days, the excitement of ‘Pujo’s almost here’ begins a couple of months prior. The festive is all about shopping new clothes, food, family and pandal hopping. Witnessing the city and its people gearing up for the festival is as exciting as the festival itself! In fact, most people begin their shopping too early as there’s so much to buy for themselves, family and friends. And once you’re done with shopping, the agonizing wait begins which is even more beautiful.

Jiten Mahendra, Vice President- Marketing at MAX Fashion says, “Durga Puja season gives a great opportunity to connect with our primary TG which is family at an emotional level. Through this campaign we have gone one step closer to our audience by taking an emotional high ground. We have contemporized Pujo celebration through this film at the same time kept the cultural nuances intact. We have shot the film in the local streets of Kolkata and the song is in Bengali.”

“We have made Nusrat Jahan and Jisshu Sengupta, the two famous celebrities in the industry as the face of the campaign which will for sure create an emotional connect with the customer” he added.

“The spirit of pujo is in the air months before the actual festival, with everyone counting down to the day with bated breath; and clothes are at the heart of all this excitement. The film captures these beautiful moments of anticipation juxtaposed with a treatment of cutaways. The parrallel narrative of the city wearing its finery in the build up towards Pujo adds local flavour and character to the colorful festive mix of celebration and excitement, with a lilting track holding it all together.”says, Priya Shivakumar, National Creative Director at J Walter Thompson.

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