The Ask:
Senco Gold, a jewelry brand deeply rooted in Bengal, was expanding its presence nationally. Instead of the conventional Durga Puja advertising, which resonated primarily with Bengal, the task was to craft a broader narrative—carrying the essence of Vijaya Dashami and reaching a wider audience.
Cultural Context:
The ‘Dhunuchi’ is a sacred element of Dashami festivities in the North as well as Bengal. A timeless symbol of purity and hope.
Solution:
A powerful visual interpretation of a beautiful tradition—an array of negative headlines being dissipated by the purifying fumes of the ‘Dhunuchi’.
