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Brand awareness for a Radio Station using Durga Puja (One of the Biggest Festivals in India)

Dibyajyoti Guha
Dibyajyoti Guha

Durga Puja is celebrated with great pomp throughout India with Kolkata being the centre of the celebrations. During this time there are many creative pandals/temples built & people throng these pandals/temples throughout the day & night during the 5 days festival.

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FEVER FM FD BLOCK SARBOJANIN DURGA PUJA 2011
GAME PLAN Business Objective: To create an awareness & recall for the brand Fever 104 FM in Kolkata Background: Durga Puja is the biggest festival in West Bengal. People throng the pandals for all 5 days of Puja & the brands look for opportunity to capitalise on the same. Marketing Strategy: To build The Largest Fever Durga Idol in the World. Usually Puja Pandals have creative pandals & themes but not much innovation has been done in terms of the Durga Idol. Hence The Largest Durga idol will be an out of clutter experience for people of Kolkata. Marketing Objective: Build Brand salience through the Largest Fever Durga Idol in the world The Durga Idol to be in the minds of people due to its out of the clutter approach for years to come reinforcing the Brand Capitalise on the huge footfalls at the Pandal
Construction Phase at Kumartuli and FD Block
Brand awareness for a Radio Station using Durga Puja (One of the Biggest Festivals in India)
Brand awareness for a Radio Station using Durga Puja (One of the Biggest Festivals in India)
Brand awareness for a Radio Station using Durga Puja (One of the Biggest Festivals in India)
Outdoor and Print Campaign
The Eye Popping Cut Out At Park Circus That Became The Talk Of the Town!
Rajarhat Chinarpark 40'x40' Fever FM (3)
Dhaki and Dhunuchi Naach Competition Conducted Across a Total Of Eight Paaras
Dhaki Competition Conducted Across Four Paaras
Crowd Turned Up In Huge Numbers to Participate and Encourage
Dhunuchi Naach Competition Conducted Across Four Paaras
Crowd Swayed in Tandem with The Dhunuchi Naach Participants
Inauguration of The Fever FM FD Block Sarbojanin Durgotsav by The Governor Of West Bengal
Our Durga Idol made the Governor & Finance Minister look High Up! Finance Governor of Minister of WB, MK WB, Amit Mitra Narayanan
Governor Giving Away Clothes On Behalf Of Fever 104 FM to an NGO for Street Children
Agrohi Baba Inaugurated the Idol with his chants. Accompanied in this Picture with Sambaran Banerjee (Ex National Selector of The Indian Cricket team)
Fever 104 FM FD Block Sarbojanin Durga Puja
A Record Breaking Crowd of 20.64 Lac people!
Whole of Kolkata Turned Up to witness this Historic Feat, irrespective of whether it was Day
Or Night!
HIGHLIGHTS Record breaking crowd of 20.64 Lacs visited the venue in a span of six days ( highest ever in Kolkata)!! Last year FD Block had a footfall of 7 Lacs. Winner of three mega awards Mahua Bangla Sherar Shera Award, Star Ananda Superstar Award, and NVD Solar Bachharer Shera Award The Idol, 60 ft in height is about to gain entry to the Limca Book Of Records. Also in line is the Guinness Book Of World Records.
News Coverage
Front Page Coverage On Bartaman, a Leading Bengali Daily
Aaj Kal 23rd August, 2011 Hindustan Times 25th August, 2011 The Telegraph Online - 25th August, 2011 The Telegraph 25th August, 2011
Shubho Bijoya!

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Brand awareness for a Radio Station using Durga Puja (One of the Biggest Festivals in India)

  • 1. FEVER FM FD BLOCK SARBOJANIN DURGA PUJA 2011
  • 2. GAME PLAN Business Objective: To create an awareness & recall for the brand Fever 104 FM in Kolkata Background: Durga Puja is the biggest festival in West Bengal. People throng the pandals for all 5 days of Puja & the brands look for opportunity to capitalise on the same. Marketing Strategy: To build The Largest Fever Durga Idol in the World. Usually Puja Pandals have creative pandals & themes but not much innovation has been done in terms of the Durga Idol. Hence The Largest Durga idol will be an out of clutter experience for people of Kolkata. Marketing Objective: Build Brand salience through the Largest Fever Durga Idol in the world The Durga Idol to be in the minds of people due to its out of the clutter approach for years to come reinforcing the Brand Capitalise on the huge footfalls at the Pandal
  • 3. Construction Phase at Kumartuli and FD Block
  • 7. Outdoor and Print Campaign
  • 8. The Eye Popping Cut Out At Park Circus That Became The Talk Of the Town!
  • 10. Dhaki and Dhunuchi Naach Competition Conducted Across a Total Of Eight Paaras
  • 11. Dhaki Competition Conducted Across Four Paaras
  • 12. Crowd Turned Up In Huge Numbers to Participate and Encourage
  • 13. Dhunuchi Naach Competition Conducted Across Four Paaras
  • 14. Crowd Swayed in Tandem with The Dhunuchi Naach Participants
  • 15. Inauguration of The Fever FM FD Block Sarbojanin Durgotsav by The Governor Of West Bengal
  • 16. Our Durga Idol made the Governor & Finance Minister look High Up! Finance Governor of Minister of WB, MK WB, Amit Mitra Narayanan
  • 17. Governor Giving Away Clothes On Behalf Of Fever 104 FM to an NGO for Street Children
  • 18. Agrohi Baba Inaugurated the Idol with his chants. Accompanied in this Picture with Sambaran Banerjee (Ex National Selector of The Indian Cricket team)
  • 19. Fever 104 FM FD Block Sarbojanin Durga Puja
  • 20. A Record Breaking Crowd of 20.64 Lac people!
  • 21. Whole of Kolkata Turned Up to witness this Historic Feat, irrespective of whether it was Day
  • 23. HIGHLIGHTS Record breaking crowd of 20.64 Lacs visited the venue in a span of six days ( highest ever in Kolkata)!! Last year FD Block had a footfall of 7 Lacs. Winner of three mega awards Mahua Bangla Sherar Shera Award, Star Ananda Superstar Award, and NVD Solar Bachharer Shera Award The Idol, 60 ft in height is about to gain entry to the Limca Book Of Records. Also in line is the Guinness Book Of World Records.
  • 25. Front Page Coverage On Bartaman, a Leading Bengali Daily
  • 26. Aaj Kal 23rd August, 2011 Hindustan Times 25th August, 2011 The Telegraph Online - 25th August, 2011 The Telegraph 25th August, 2011