Navratri 2021: Here’s how brands celebrated the spirit of Navratri across India

• Durga Puja in West Bengal is synonymous with fun, enthusiasm and power.
• This year, brands celebrated Maa Durga’s power, resilience by paying a tribute to Indian women.
• Here are a few campaigns that caught our attention.

Navratri and Durga Puja is one of India’s widely celebrated festivals, especially in West Bengal. Millions of people visit Kolkata every year to attend the four-day festival which celebrates the victory of good over evil. It is that time of the year when every part of West Bengal is decked up, consumers are filled with optimism and joy. Pandal hopping, gorging on foods, Dhunuchi Naach (dance with the incense burner) are some of the inseparable moments associated with Durga Puja. This is when the entire local community and tourists come together and celebrate the festival with enthusiasm. Dussehra is followed by Kali Puja/Diwali/Laxmi Puja and Bhai Dooj. It is during Navratri and Diwali that consumers shop a lot and spruce up their houses to welcome Maa Durga. The purchase of household durables, cars, bikes, home renovations, capital expenditures in businesses also see a hike during this period.

In keeping with the festive spirit, brands left no stone unturned to celebrate Maa Durga during the nine auspicious days of Navratri. Along with beautiful campaigns celebrating the goddess, we also came across a few brands that have come up with limited edition packaging to become a part of the festivities. Brands also use this opportunity to start a conversation around gender equality. They point out how the irony of celebrating Nari Shakti and female power for the nine days of Navratri is very stark.

As the country bids adieu to Maa Durga tomorrow, for this year, we take a look at how the festival was celebrated in the brandverse. Here are a few campaigns that stood out:

Elegant Steel

Shoppers Stop

ITC Aashirvaad

Joy Personal care

Tata Tea Gold's new packaging

7UP