As Durga Pujo approaches, Kolkata’s neighbourhoods begin preparing for the annual pandal competition, with local communities working on designs and debating which para will win the top honours. Asian Paints Sharad Samman’s new campaign, ‘Mon Jitey Nilo’, looks beyond this competition to the people and community effort behind the festival.
The film brings back Gattu, Asian Paints’ mascot, who has become a familiar name among Bengalis. It captures the familiar scenes of Pujo preparations, from pandal construction and planning to neighbourhood discussions and unsolicited advice. The question “Ebaar jitbey?” (Who will win this time?) reflects the friendly rivalry that builds as the festival draws closer.
The campaign shifts attention to what remains after the awards are announced. While prizes recognise the creativity and effort behind pandals, the process of building them also brings people together and creates shared memories. Mon Jitey Nilo explores this idea of winning people’s hearts, rather than measuring success only through trophies.
Conceptualised by Ogilvy, the film also touches on how younger generations are reshaping Pujo traditions. Rather than simply carrying forward established practices, young people are bringing new ideas to pandal design while retaining the cultural connections that make the festival significant.
Asian Paints Sharad Samman has recognised Kolkata’s Durga Pujo pandals for over four decades. The annual initiative focuses on the creativity and craftsmanship behind the installations, as neighbourhoods compete to create distinctive spaces for the festival.
Through Mon Jitey Nilo, the campaign places the emphasis on the people behind these creations, highlighting how the experience of working together can matter as much as the recognition that follows.
Commenting on the campaign, Sujoy Roy, Chief Creative Officer, Ogilvy North, said, “This year we decided to bring back Gattu, who went from being an Asian Paints mascot to becoming practically a pet name (daak naam) for Bengalis. The film captures everything that makes a para tick during Pujo. The planning, the pandal-making, the unsolicited advice, and that one question everyone keeps asking: ‘Ebaar jitbey?’”
