Kolkata: There is a moment every year when Kolkata seems to transform. Streets light up, neighborhoods come alive, pandals become canvases for imagination, and people step out in their festive best. Durga Puja is not just a celebration for the city; it is a time when Kolkata finds new ways to express itself. As pandals across the city strive to outshine one another through creativity and spectacle, people too step out in their festive best, each finding their own unique way to shine.
This year, Sunfeast Mom’s Magic Shines celebrates that spirit with “Ei Pujo, Shine Koro!”, transforming Harish Park into “Kolkata’s Shiniest Pujo Pandal.” The idea brought together two elements at the heart of the campaign, the distinctive shine of Mom’s Magic Shines biscuits, created by its signature sugar-glazed finishand the unmistakable energy of Kolkata during Durga Pujo, translating that shine into an immersive festive experience.”
ITC Sunfeast Mom’s Magic is a brand that celebrates the warmth and strength of mothers. This Pujo, the brand took the simple thought of “shine” and gave it a larger canvas during the city’s most celebrated cultural moment.
At Harish Park, the idea comes alive through a spectacular 1200 sq. ft. illuminated façade resembling a larger-than-life Shines biscuit. Crafted using over 1.7 lakh lights spanning 3,600 feet and brought to life by 80+ local artisans, the installation transforms the product’s distinctive shiny identity into an immersive expression of Pujo’s vibrant and celebratory spirit.
The thought behind “Ei Pujo, Shine Koro!” draws from a distinct Kolkata truth: Pujo is a time when everyone wants to shine. Across the city, pandals compete to create the most spectacular experiences, while people express themselves through fashion, creativity, traditions and celebration. It is a festival where both the city and its people find their own unique ways to shine.
The campaign also brings the idea of individual expression closer to consumers through “Shines Spotlight Contest”, inviting people to share their shiniest festive avatars on Instagram using #ShinesSpotlight and participate in the celebration. Selected participants will get a chance to feature on billboards across Kolkata, taking their festive shine from social media to the city’s streets.
Commenting on the campaign, Suraj Kathuria, VP & Head of Marketing, Biscuits, ITC Foods said, “With ‘Ei Pujo, Shine Koro!’, we want to take the thought of shine beyond the product and celebrate the many ways Kolkata shines during Pujo. It is a festival where pandals strive to create their most spectacular expressions and people embrace their own unique ways of standing out and celebrating. ‘Kolkata’s Shiniest Pujo Pandal’ brings together this vibrant festive spirit and the world of Mom’s Magic Shines, creating an immersive experience for the people of Kolkata. Extending the celebration beyond the pandal, the Shines Spotlight Contest invites people to showcase their shiniest Pujo avatars for a chance to feature on billboards across the city.”
The experience was inaugurated by acclaimed superstar of Indian Cinema Rituparna Sengupta, adding another familiar voice from Kolkata’s cultural landscape to the celebration.
Speaking about the experience, Rituparna Sengupta said, “Pujo is when Kolkata truly feels like itself. Every corner of the city has its own energy, every pandal has its own story and every person has their own way of celebrating. That is why I really connected with the thought of ‘Ei Pujo, Shine Koro!’, because shining during Pujo is not about being the centre of attention; it is about expressing who you are and enjoying the celebration in your own way. Seeing this thought come alive at Harish Park through light and creativity was truly special.”
With “Ei Pujo, Shine Koro!”, Sunfeast Mom’s Magic Shines created a space that reflected the city’s own spirit, vibrant, expressive and full of life. Because when a city that knows how to celebrate comes together, there is always another reason to shine.
