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<ul><li>Durga Puja in <keyword id="6357783" type="General" weightage="20" keywordseo="west-bengal" source="Orion">West Bengal</keyword> is synonymous with fun, enthusiasm and power.</li><li>This year, brands celebrated <keyword id="445934" type="General" weightage="20" keywordseo="maa-durga" source="Orion">Maa Durga</keyword>’s power, resilience by paying a tribute to Indian women.</li><li>Here are a few campaigns that caught our attention.</li></ul><keyword id="48284" type="General" weightage="100" keywordseo="navratri" source="Orion">Navratri</keyword> 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, <keyword id="3105575" type="General" weightage="20" keywordseo="dhunuchi-naach" source="Orion">Dhunuchi Naach</keyword> (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. <br /><br />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 <keyword id="87480" type="General" weightage="20" keywordseo="nari-shakti" source="Orion">Nari Shakti</keyword> and female power for the nine days of Navratri is very stark.<br /><br />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:<br /><br /><strong>Elegant Steel </strong><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Shoppers Stop</strong> <br />  <div type="Youtube" id="L_toOIXnuJI" title="Shera Sajer Shera Stop | Pujo 2021 | Shoppers Stop" thumbUrl="https://i.ytimg.com/vi/L_toOIXnuJI/mqdefault.jpg"></div><br /><strong>ITC Aashirvaad</strong><br />  <div type="Youtube" id="5lpFle-skcs" title="Eta Amar Maa" thumbUrl="https://i.ytimg.com/vi/5lpFle-skcs/mqdefault.jpg"></div><br /><strong>Joy Personal care</strong><br />  <div type="Youtube" id="Z-Ixcs4WkL8" title="Pujo 2021 - Joy Beautiful by Nature | Mimi Chakraborty | Joy Personal Care" thumbUrl="https://i.ytimg.com/vi/Z-Ixcs4WkL8/mqdefault.jpg"></div><br />Tata Tea Gold's new packaging<br />  <div type="Youtube" id="AjFo4axK7jg" title="Durga Pujo with Tata Tea Gold Special Edition Festive Packs" thumbUrl="https://i.ytimg.com/vi/AjFo4axK7jg/mqdefault.jpg"></div><br /><strong>7UP<br /></strong>  <div type="Youtube" id="owe2SzTk1c0" title="7UP and Fido is here with some fresh dhak beats!" thumbUrl="https://i.ytimg.com/vi/owe2SzTk1c0/mqdefault.jpg"></div><br />

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

Navratri 2024: Foods not to eat during fasting

<ul><li><keyword id="6361126" type="COMPANY" weightage="20" keywordseo="western-railway">Western Railway</keyword>, a government body that is known for its wit and humour on social media, had an important message to give this <keyword id="48284" type="CITY" weightage="20" keywordseo="navratri">Navratri</keyword>. </li><li>It launched a campaign called #HarNaariEkShakti to encourage more women to join the workforce.</li></ul>India’s busiest urban rail network, <keyword id="182986" type="COMPANY" weightage="20" keywordseo="Mumbai-locals">Mumbai locals</keyword>, that carries 80 lakh people every day, shut down on March 22 to curb the spread of Coronavirus, for the first time in its history. Now that Mumbai Locals have opened for women and essential services employees, Western Railway has upped its social media game. <br /><br />To celebrate Navratri, a festival that is about worshipping 9 Devis and women's strength, the government body uploaded one post each day that aimed to bring its women employees to the forefront. <br /><br />It launched a campaign called #HarNaariEkShakti to encourage more women to join the workforce, celebrate their female staff in different departments and break gender stereotypes that stop women from pursuing their dreams. <br /><br /><div type="twitter" handle="WesternRly" handlename="Western Railway" image="http://pbs.twimg.com/profile_images/948537613899784195/3zCRyjco_normal.jpg" favoritecount="43" retweetcount="7" status="Showcasing the pillar of strength, hard work, patience, and pride of WR.This #Navratri, WR introduces you to its… https://t.co/yMZr0wpwv8" createdat="1603626073000" id="1320329562983559170"></div><br /><div type="twitter" handle="WesternRly" handlename="Western Railway" image="http://pbs.twimg.com/profile_images/948537613899784195/3zCRyjco_normal.jpg" favoritecount="69" retweetcount="9" status="दशहरा बुराई पर अच्छाई की विजय का प्रतीक है। इस अवसर पर आइए, मिल कर महिलाओं के खिलाफ रूढ़ियों को नष्ट करने का निश्चय… https://t.co/LJBHvhPLAm" createdat="1603606779000" id="1320248642096173056"></div><br /><div type="twitter" handle="WesternRly" handlename="Western Railway" image="http://pbs.twimg.com/profile_images/948537613899784195/3zCRyjco_normal.jpg" favoritecount="68" retweetcount="7" status="प्रीति कुमारी जी का बचपन से ही चुनौतीपूर्ण काम करने का सपना और संकल्प था।पश्चिम रेलवे की पहली महिला मोटरमैन बनकर उ… https://t.co/O1FAmVMvDd" createdat="1603616815000" id="1320290735501897728"></div><br /><div type="twitter" handle="WesternRly" handlename="Western Railway" image="http://pbs.twimg.com/profile_images/948537613899784195/3zCRyjco_normal.jpg" favoritecount="43" retweetcount="7" status="शायद ही ऐसा कोई क्षेत्र ऐसा होगा, जिस में महिलाएं काम नहीं करती होंगी। सरिता जी ऐसी ही बुलंद हौसले वाली महिला हैं… https://t.co/X0NRGvWrdT" createdat="1603455307000" id="1319613319724945408"></div><br /><div type="twitter" handle="WesternRly" handlename="Western Railway" image="http://pbs.twimg.com/profile_images/948537613899784195/3zCRyjco_normal.jpg" favoritecount="41" retweetcount="4" status="हौसलों की उड़ान! श्रीमती फाखरा पश्चिम रेलवे में असिस्टेंट लोको पायलट के पद पर काम कर रही हैं। मेहनत और परिवार के… https://t.co/AbgbN9ovKR" createdat="1603539987000" id="1319968494440476673"></div><br /><div type="twitter" handle="WesternRly" handlename="Western Railway" image="http://pbs.twimg.com/profile_images/948537613899784195/3zCRyjco_normal.jpg" favoritecount="35" retweetcount="7" status="श्रीमती जयवंती रावत ने पति के निधन के बाद  पश्चिम रेलवे में उनके स्थान पर काम मिलने पर अपनी जिम्मेदारी को अच्छी तरह… https://t.co/o9NnCs2Ezo" createdat="1603368767000" id="1319250346556862465"></div><br /><div type="twitter" handle="WesternRly" handlename="Western Railway" image="http://pbs.twimg.com/profile_images/948537613899784195/3zCRyjco_normal.jpg" favoritecount="82" retweetcount="9" status="मुंबई सेंट्रल कार शेड में कार्यरत सुश्री स्टेला नेल्सन पिछले 13 सालों से पश्चिम रेलवे में काम कर रहीं हैं।अपने सह… https://t.co/KaNzDwjjmM" createdat="1603280977000" id="1318882128294072322"></div><br /><br />  <div type="Article" hostid="261" msid="74865221" title="To break the COVID-19 chain, Mumbai locals stopped working; it is now using social media to reiterate the importance of social distancing" mstype="2" mssubtype="0"></div><br />

How Western Railway celebrated Navratri by bringing its women employees to the forefront

<ul><li><keyword id="2480506" type="PERSON" weightage="20" keywordseo="Eros-Now">Eros Now</keyword> ran a campaign with sleazy word play around Navratri and soon, #Boycotterosnow started trending on Twitter. </li><li>The OTT platform has now deleted its post and apologized. </li></ul>Eros Now has released a statement apologising for its posts filled with sexual innuendos around Navratri. <br /><br /><div type="twitter" handle="ErosNow" handlename="Eros Now" image="http://pbs.twimg.com/profile_images/1301406728735522816/GRbRe2XN_normal.jpg" favoritecount="1319" retweetcount="260" status="https://t.co/oKxyc2xfA2" createdat="1603342166000" id="1319138773049905152"></div><br />The streaming platform created a furore on social media for its cringe-worthy posts and #boycotterosnow started trending on Twitter. <br /><br />For those who missed:<br />    <div type="image" title="eros-now_" msid="78805791" hostid="261"></div><br />Social Media Expert and <keyword id="10151077" type="UNKNOWN" weightage="20" keywordseo="brand-consultant-karthik-srinivasan">Brand Consultant Karthik Srinivasan</keyword> also took to Twitter to ask how were the social media posts approved by the managers in the first place.<br /><br /><div type="twitter" handle="beastoftraal" handlename="Karthik" image="http://pbs.twimg.com/profile_images/1140493276316745734/WH-6N17h_normal.jpg" favoritecount="32" retweetcount="4" status="Those Eros Navratri social posts were so sexually explicit and demeaning! How did an internal team/agency think of… https://t.co/4hh7IGZc59" createdat="1603350093000" id="1319172022316875778"></div><br />While these memes should never been approved by the brand and we are appalled by the distasteful content, #boycotterosnow started trending for the wrong reasons and the conversation derailed from why brands should stop sexualising women to religion bashing. <br /><br />The Twitterati gave a religious angle to these inappropriate posts. They drew comparisons with Eros Now’s Eid posts and Hindu festival Navratri and were outraged because Muslims weren’t sexualised. They even targeted Eros Now’s CEO Ali Hussein. <br /><br /><div type="twitter" handle="narendramodi177" handlename="Narendra Modi fan" image="http://pbs.twimg.com/profile_images/1249968535285239815/zqQZ2Dn9_normal.jpg" favoritecount="1077" retweetcount="818" status="Eros Now CEO Is Ali Hussain. #BoycottErosNow https://t.co/wqLIYQEtue" createdat="1603346594000" id="1319157345973276677"></div><br /><div type="twitter" handle="randm_indianguy" handlename="The Random Indian" image="http://pbs.twimg.com/profile_images/1299339597831258114/iGHLfQII_normal.jpg" favoritecount="547" retweetcount="512" status="This all will happen until Hindus will keep this attitude &quot;Jaane de na yaar , kya fark padta hai&quot; These Anti-hind… https://t.co/pzvUGX4U3U" createdat="1603338807000" id="1319124682201657345"></div><br /><div type="twitter" handle="dheerumishra11" handlename="भक्त" image="http://pbs.twimg.com/profile_images/917760208734007297/dViTG8Uh_normal.jpg" favoritecount="546" retweetcount="426" status="We Showed Our Power to Khans and BollywoodWe Showed Our Power to ZomatoWe Showed Our Power to Uber EatsWe Showed… https://t.co/RB7NxR9SAv" createdat="1603333991000" id="1319104482681212928"></div><br />The OTT platform has now deleted its posts and apologized. <br />

Eros Now deletes its posts sexualising Navratri and apologises for offending internet users

<p> We can't stop looking at this photo from a Hindu festival in the western <keyword id="3658" type="COUNTRY" weightage="60" keywordseo="India">India</keyword>.</p>
<p>
	Taken by by Amit Dave of Reuters, it shows a bunch of devotees performing the traditional folk dance <a href="http://vimeo.com/61942648">Garba</a> at Navratri. The puja celebrates various forms of <a href="http://www.usefulcharts.com/religion/main-hindu-gods-chart.html">Hindu goddesses</a>. </p>
<p>
	Based on the way that the picture turned out, the worship seems to be working.</p>


	
		
		<p class="source">
			REUTERS/Amit Dave</p>
		<p class="caption">
			Hindu devotees perform Garba, a traditional folk dance, during the celebrations to mark the Navratri festival at Surat in the western Indian state of Gujarat October 12, 2013.</p>
	
	<p>
		</p>

This Photo Of People Dancing At A Hindu Religious Festival Is Utterly Mesmerizing

<ul><li>While Durga Puja/Navratri is here, this year, the festivites are subdued.</li><li>Brands are therefore excercising caution in where and how much they spend in the next few days.</li><li>However, things are gradually improving and there are signs of recovery, experts tell us.</li></ul><keyword id="6357908" type="UNKNOWN" weightage="20" keywordseo="durga-puja">Durga Puja</keyword> or <keyword id="48284" type="CITY" weightage="20" keywordseo="navratri">Navratri</keyword> is one of the biggest festivals in India and every year the festival is marked by marketers pouring in big monies during the nine days of festivity. Actually the festival is so big in states like West Bengal that streets of cities like Kolkata usually become one big advertising canvas.<br /><br /> However, things are different this year. With coronavirus still going nowhere, people are cautious. While every year, the streets become adorned by ads and hoardings from brands from all kinds of industries, because this is the best way to grab people’s attentions, this year, even during the festival, advertisers have been cautious.<br /><br /> For the ad and marketing industry which saw a huge dip in investments during the first few months of the lockdown, a lot of hope had been resting on the festive season. However, this year there will hardly be a celebration. Just yesterday, the Calcutta High Court also directed all Durga puja pandals in the state to be turned into 'no-entry zones'. Many pandals in the city are barring physical entry of devotees and making the entire experience virtual. Even in other cities, people are planning to give the festivities a skip. Even Prime Minister Narendra Modi during his address to the nation advised people to exercise caution while going out during the festival.<br /><br /> So what does this mean for advertisers? Will they get a bang out of their buck if they advertiser this year? <br /><br /> Explaining how things are going to be different this year, <keyword id="3364704" type="PERSON" weightage="20" keywordseo="Sujata-Dwibedy">Sujata Dwibedy</keyword>, Group Trading Director, Amplifi India, dentsu international said, “Durga Puja in the east and Navratri in the west, are two of the grandest of all festivals, The festival marks the start of the auspicious period. Dussehra is followed by Kali Puja/Diwali/Laxmi Puja and Bhai Dooj. People shop a lot. The purchase of household durables, cars, bikes, home renovations, capital expenditures in businesses are seen in this period. A lot of business-led decisions are also made around this time. However, this year would be different as people would not step out like before, but they would be hooked on to the media to get a glimpse of the Goddess. So, the media/channel who can give them the best experience would score over the others.”<br /><br /> Every year, categories like FMCG, apparel, auto, e-commerce and consumer durables become the biggest spenders during the festive season. But have these brands come ahead and advertised this year? <br /><br /> <keyword id="8330648" type="PERSON" weightage="20" keywordseo="Sidharth-Parashar">Sidharth Parashar</keyword>, President – Investments and Pricing, GroupM India said, “With demand picking up in Aug-Sep, key categories like Ecommerce, FMCG, Telecom, Durables, Auto and certain segments within BFSI are expected see increased ad spends this festive season. FMCG saw recovery in Jul-Sep quarter, driven by essentials like health-hygiene products and immunity boosting food products. Brands in these categories coupled with discretionary like skin &amp; personal care products are likely to see an uptick in consumer spending and therefore in ad spending too. Consumer durables and Retail are expected to benefit from the govt.’s LTC cash voucher and festival advance schemes, which would lead to increased spending from government employees on products like apparels, laptops, smart phones, consumer durables, home appliances, fitness, jewellery, beauty &amp; personal care during this festive. For Ecommerce sector, RedSeer estimates this festive to surpass a GMV of U$D 7Bn. driven by a surge in shoppers from Tier-II towns, considerable discounts available and financing options being easily accessible to consumers. Large players like Amazon and Flipkart are scaling up their supply chain vendors, fulfillment centres and higher manpower for delivery, in order to meet surge in demand and are spending heavily on TV, digital &amp; Print.”<br /><br />While people might give pandal-hopping a skip this year, they have also started spending money. At this point, people are on the lookout for a change, for something positive and this has led to a visible shift in consumer sentiments in the past few months, Dwivedy added, “We are seeing that market sentiments have improved over the past few months. A surge in online purchases has been witnessed through the various platforms. Indian consumers have started embracing the new normal, and consumption of products is back. There are multiple new categories of products, new convenience food products, health, hygiene-related – all have been accepted and are being tried out. In the last few days, the malls have also opened with new offerings from the shops. Many are offering home delivery, video selections and are even ready to send people home with multiple samples for trials. Home delivery of groceries, foods and other products is preferred. Implying that the emotions have revived, the consumption has begun, however, the mode of consumption is new.”<br /><br /> This positive sentiment has led to a month-on-month increase in spends since July across categories. “TV has been almost at the same levels as the previous year. Print, on the other hand, is kind of catching up but it will still take some more time in top metros. Nevertheless, Tier II towns are tracking better. Radio has also picked up. OOH and Cinema that have been worst hit this year should see some relief in this quarter,” she explained.<br /><br /> While Television has steadily been seeing an increase in ad spends over the past few months, mediums like Radio and OOH that had suffered a lot during the lockdown are hoping to see some recovery. These are both mediums that see a lot of spends during the festive season in normal years. So how are things this year?<br /><br /> Abraham Thomas, CEO, Reliance Broadcast Network Limited said, “The festive season is considered the 5th quarter in India, an auspicious time, for businesses across industries, that contributes 40-45% of sales. Marketers certainly leverage this opportunity with ad volumes showcasing a significant surge. Clearly the most trusted and credible media, this lockdown has helped radio being reimagined amongst the audiences with the overall listenership of medium growing by 30%. The surge in listenership across different TG’s have driven ad volumes across Males, Females, the young and older targeted brands. We have witnessed a rise of 24% in Ad Volumes in week 33 with consistent growth in Ad volume from Aug’20 where average Ad volume surged by 4.8 times as compared to April. With the staggered unlocking of the economy, Radio with its ‘mass local reach’, trusted influencers and digital amplification have witnessed a sharp recovery with certain categories booming more than the others.”<br /><br /> However, things aren’t all that great in the outdoor medium and Noomi Mehta, Chairman &amp; MD, Selvel One paints a not-so-rosy picture. He said, “Right now we are at 50% in terms of business when compared to a normal year, and if you compare puja-to-puja, we would be at less than 40% this year. It is true that people are venturing out now and there is an opportunity for brands but they are very cautious.” <br /><br /> Every year, especially during Navratri/Durga Puja, brands from segments like FMCG, consumer durables etc go all out and make a lot of noise. “But this year, only those forced to advertise are advertising. For instance, auto brands that are launching new offerings are advertising and currently they are out top advertisers. Every year, we see financial institutes, paint companies, e-commerce platforms and apparel brands also invest in festive but that hasn’t happened this year,” he shared. <br /><br /> Despite the fact that brands are cautious in spending, data points towards many cities almost coming to a state of normalcy. Shared <keyword id="2406965" type="PERSON" weightage="20" keywordseo="Atul-Shrivastava">Atul Shrivastava</keyword>, CEO, <keyword id="2911687" type="PERSON" weightage="20" keywordseo="Laqshya-Media-Group">Laqshya Media Group</keyword>, “As far as traffic on the roads is concerned, per data generated through SHARP, Laqshya’s traffic metrics platform, traffic in Kolkata is currently 89-92% of normal times and it is increasing every day. Long traffic jams are also back. So, we see that situation is coming back to normal, aided by the festive season.” <br /><br /> However, Shrivastava had something positive to share. He pointed towards signs of recovery, even in terms of ad spends. “Even in the current situation, we are seeing brands in the jewellery, textiles, retail, garments, footwear and the automobile sectors spending their pent-up OOH budgets. FMCG brands are also advertising in OOH media, especially for sanitizing products. OTT platforms and entertainment channels are also investing in OOH media to promote new shows and programs. Hence, even if we do not see 100% spend by clients as compared to last year, current spends are around 60-65%.”<br /><br /> On what the rest of the year will look like, Arnab Samanta, Head of Marketing, Graphixstory said, “With the nation gradually ‘unlocking’ itself and with IPL happening around the festive season, the markets are much positive of a revival in the second half of the year. Brands will be spending 1.5 times digitally more than the usual plan of action. The advertising spend will be increased, thoughtful engaging ad campaigns and tech innovations like augmented reality will be introduced to create massive engagement with the target audience. The higher ad spends for various brands will be distributed on a different mix of categories and channels compared to last year, depending on consumer trends and shopping pattern. Digital businesses will now make the way for a sharper trajectory.”<br /><br /> While things have still not picked up as much as the ad industry had hoped, the number of new coronavirus infections dropped below 50,000 for the first time in nearly three months in India yesterday. So here’s hoping that things will keep getting better gradually and we will have a better and safer Diwali, one that also brings relief to the industry.<br /><br />

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

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How Western Railway celebrated Navratri by bringing its women employees to the forefront

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Eros Now deletes its posts sexualising Navratri and apologises for offending internet users

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This Photo Of People Dancing At A Hindu Religious Festival Is Utterly Mesmerizing

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