Straight Line Executes ‘Berger Priyo Pujo’ Activations for Eighth Consecutive Year in West Bengal

Marketing | October 29, 2020 | News

Straight Line Solutions Pvt Ltd Berger Priyo Pujo

Straight Line Solutions Pvt Ltd, a 360-degree experiential event company, conceptualised and executed brand activations for the ‘Priyo Pujo’ campaign of Berger Paints India Limited for the eighth consecutive year in West Bengal.

This year, Berger Paints decided not to run a contest (where citizens usually elected their favourite ‘Berger Priyo Pujo’) and changed their competitive theme to seeking well-being and safety for all by bringing the essence of the Durga Puja festival home digitally.

From Puja pandals in 3D to witnessing an Ashtami Anjali live from various pandals; portraying the journey of Goddess Durga from the narrow lanes of Kumartuli to the glamorous pandals and the Kumartuli time lapse video broadcast on the Berger Priyo Pujo website (www.bergerpriyopujo.com).

Five videos were made on a few select districts of West Bengal, conveying the festive message in unique poetic ways, narrated by elocutionist Bratati Bandyopadhyay and actor Parambrata Chatterjee. These videos have been scripted by the famous poet Srijato and music has been arranged by Indraadip Dasgupta.

“Berger Paints has always considered the well-being of the individual without compromising on the happiness of an individual. We are delighted that we will continue Berger Priyo Pujo this year and make this year more special and memorable by implementing some simple steps to add joy and happiness in the lives of our real heroes. Organizing any competition or on-ground activity would make people feel unsafe. We at Berger Paints urged all to stay at home and enjoy viewing top Puja pandals, Ashtami Anjali and other attractions through our website, without compromising on safety,” said Abhijit Roy, MD and CEO, Berger Paints.

Debangshu Dasgupta, Director, Straight Line Solutions Pvt Ltd said, “Being one of the largest experiential marketing companies headquartered out of the East and the co-conceptualizers of Berger Priyo Pujo, the journey started early for us. Our research and analysis on the festive progress was thorough, and strong relationships with festival organizers gave us deep insights on how things would unfold during the festivities. We presented a very calculated plan to Berger Paints about 90 days before the festival, and the essence of our plan hinged on the fact that there is no competition among equals. Every festival organizer was under pressure and most chose continuity over glamour. We created multiple angles which would add to the festive spirit and be of use to the city Kolkata as well as the State. Our plans went beyond the core meaning of the campaign, but the support and understanding offered by Berger Paints made this initiative the true hero of this festive season.”

A new Puja anthem featuring singers Shaan and Somlata was launched to help maintain the festive essence. Apart from the celebrations and Durga Puja campaign, Berger Paints also undertook the safety and sanitization of the city. It installed automated sanitization stations across West Bengal, which were used by Puja committee members and their families who were allowed in the mandap areas. 

Straight Line curated a theme of seeking well-being for all to make the festivities safe, by bringing the essence of the Durga Puja festival home digitally.

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