Durga Puja 2024: Bengal brands shift focus from glitz to empathy

Durga Puja for Bengalis isn't just a festival; it's a cultural phenomenon and a massive business opportunity. For decades, brands, media houses, and service providers have eagerly awaited this time of the year to capture the attention of millions.

For the people of Kolkata, it’s a nostalgic sight—full-page print ads from iconic brands like Bata and Sreeleathers, social media buzzing with happy ads and outdoor spaces filling up with campaigns from every imaginable brand category — cement, TMT bars, fashion labels, supermarkets, food, real estate, beverages, jewellery and what not.

Every brand that considers Kolkata a prime market has always ensured its presence—whether through print, TV, digital, or outdoor media.

Cut to Durga Puja 2024 , and the scene is different.

Many makeshift bamboo structures, which usually line every corner of the city a month before the festivities and are adorned with advertisements, stand empty. Social media chatter from brands has significantly quieted, and those still advertising have shifted their focus—highlighting women’s empowerment and addressing the tragic R.G. Kar Medical College incident.

This year, the script has changed. Experts estimate brands have cut spending by 25-35%, and those who have launched ads or creatives for Puja have aligned their messaging to a single theme: empathy.

Rashi Ray, Director at Response India, emphasizes the importance of authentic brand communication in Kolkata, avoiding opportunistic messaging and focusing on building consumer trust.

“2024 has been a time of introspection for Kolkata. This resonates with brands too. We need to understand the sentiment of the times,” said Rashi Ray, Director at a Kolkata-based advertising agency Response India.

“We don’t encourage clients to ride on a wave of opportunistic communication on popular current topics in Kolkata. It is a non-differentiating clutch just to gain mileage that everyone else is trying to gain. We believe in keeping the brand’s personality and communication goals authentic as well as relatable. So that it earns the consumers’ trust and respect,” Ray said.

Bengal’s realty brand Estate Siddha Group, for instance, is using a black and white creative this Durga Puja. It features a serene, traditional portrayal of a mother with her children. The mother, dressed in a simple sari, is surrounded by three children as she tenderly holds and looks after a baby.

The composition evokes a sense of warmth, care, and nurturing, symbolising the essence of motherhood. The design incorporates a halo-like pattern behind the mother, reminiscent of a deity, highlighting the sanctity and reverence of motherhood.

The Bengali text on the creative reads, "????? ??-? ???????" (Every mother is a goddess), emphasising the message that mothers embody divinity.

The overall tone is nostalgic, respectful, and deeply emotional, resonating with cultural values.

The essence is in not getting carried away and not using the messaging as a window of opportunity, said experts.

“The external environment is an important influence in marketing decisions and activities. But brands should not get carried away. The current social climate gave us the impetus to positively and creatively raise awareness without any direct reference to draw mileage,” said Aayushman Jain, Director, Siddha Group.

“It simply tells us that the Goddess Durga resides in every mother. It reminds us that we need to adore and respect every woman, a mother, a sister, anyone,” Jain added.

According to him, the current situation has given them an opportunity.

“If we can tap sentiments, stashed away in the mind and create a new realisation, it makes the brand more dear. And that leads to better brand sustainability in the long run,” he said.

Siddha is not an isolated example.

A lot of other brands are also directing their marketing initiatives towards making an impact.

Batteries and lighting products’ brand Eveready has launched an initiative called ‘Eveready Siren - Pujoy Awaaj Tolar Power’ (The Power to Raise Your Voice during Durga Puja).

The initiative accompanies the launch of the Eveready Siren Torch, which emits a 100-decibel siren sound at the press of a button, providing a way for individuals to raise an alarm if needed.

“This campaign is our way of contributing to the safety of women during the biggest festival of Bengal,” said Anirban Banerjee, Senior Vice President and Business Unit Head - Battery & Flashlight.

However, it would be misleading to say that no brands are spending; some are, but the budgets are modest and the messaging is being tailored to align with the overall sentiment of the public, especially local or Bengal-focused brands.

"Brands are increasingly focusing on toning down extravagant or celebratory advertising in favour of more subdued, emotionally resonant messaging. Instead of pushing hard on promotions, many are opting for campaigns that emphasise empathy, unity, and community support. Given the mood , any display of excessive consumerism or insensitivity could lead to potential backlash,” said Anirban Paul Chowdhury  National Marketing Head, Skipper Pipes.

“The societal climate is undoubtedly forcing a rethink on how brands engage with their audiences, particularly during traditionally festive periods. The emphasis isn’t on aggressive marketing and sales promotion but it’s on empathy, purpose-driven initiatives leading to cautious budget allocation. This shift is likely to continue as brands navigate an increasingly complex and interconnected societal landscape,” Chowdhury added.

The R G Kar Medical College incident has marked a turning point for brands in Kolkata. As the city recovers and moves forward, brands that understand the evolving societal landscape and adapt their messaging will be better positioned to connect with consumers and build long-term relationships.