Maa Aschen, Tumi Kothay, the extension of Phirey Esho Kolkata, is a new digital campaign for Times Of India’s initiative and invites all the daughters of Bengal.
The digital campaign aims to urge its viewers to invite the daughters of Kolkata or the true embodiment of Ma Durga, to come home to the city, this Pujo.
The campaign highlights that the daughters might’ve left the hometown for several reasons – education, profession, or other. But the flowers in the pandal don’t blossom till they’re back and without the homecoming of the daughters of Bengal, Maa Durga’s annual homecoming is incomplete.
‘Maa Aschen, Tumi Kothay’ is a part of the campaign, Phirey Esho Kolkata that commences with parallel narratives by the video’s cast – Tanusree Shankar, Ritabhari Chakraborty, and Paoli Dam. It is built on the notion – Durga is always Ma, the all-powerful mother figure who defeats the Mighty Mahishasur – the biggest evil in the world. But she is also a daughter; a daughter who comes home to Baaper Bari (parents’ home) and is represented quintessentially by the ‘Daughters’ in the family. The campaign, thus, invites the Daughters of Kolkata to come home to Pujo as they are the true personification of the Mother Goddess to fill light and happiness in everyone’s life.
The narrative and the visuals in sync express this sentiment of the community when they miss the daughters at home in the auspicious festival. The campaign ignites the common passion of Durga Pujo amongst Bengalis living around the globe.
The brand claims that as a response to the campaign, 5000 letters have been written by the city’s residents asking their daughters, sisters, sisters-in-law, aunts to come back home for Pujo. The Times of India has also rewarded 5 of these letter recipients with return tickets to Kolkata.
Pritha Chakraborty encapsulates the vivid culture of Kolkata in each frame, and her direction highlights the sentimental aspects harmoniously.
From the guitar’s strum that outsets the video campaign, till the beats on which we let ourselves in the crowd for good, Prabuddha Banerjee’s music compliments the whole video.
The digital campaign is by the production house Flying Leaves Films.