Durga Pujo is a festival which is celebrated in Kolkata with great fervor. Bengalis who live in other parts of India also celebrate it with great enthusiasm, but often miss the festivities back home. Legrand wanted to bridge the gap and bring them all together online with #ComeHomeToPujo.
Agency: LIQVD ASIA
Legrand India has been associating with Durga Puja pandals since past 10 years. This year, the brand wanted to create connection with the audiences and connect them with each other using the hashtag- #ComeHomeToPujo in sync with sentiments associated with Kolkata’s Durga Puja.
The brand created a microsite, as a single online interface where all the images posted on Twitter and Instagram, with #ComeHomeToPujo in description, were displayed in real-time.
The agency got in touch with local connects in Kolkata and did a photography session covering various pandals celebrating Durga Puja. These images were seeded on the microsite and also on the brand’s Twitter handle and Instagram handle created especially for the occasion.
A photo contest was floated through both paid and organic channels on the social platforms of the brand.
The agency further engaged with influencers who helped amplify the messages and pictures. All photos that were shared by participants with #ComeHomeToPujo and the traction was captured on the microsite in real time.
The campaign generated 845 posts on Instagram within 5 days and 1,318 posts on Twitter within 2 days. The hashtag achieved 100,000 impressions on Instagram and 1.3 million impressions on Twitter.