Ask any Bengali what does she wait for the entire year, undoubtedly the answer would be Durga Puja. The biggest festival for the Bengalis, now celebrated almost all over the globe is beyond idol worshiping. The preparations start 3-4 months before beginning with shopping; this also gives an opportunity for Bengalis to return home for the week-long festival celebrations with near and dear ones.
But not everyone is lucky. Even if Durga Puja is celebrated beyond West Bengal today, they obviously can’t match the pomp and show that the land offers. Taking no credit away from the puja organizers who are doing a great job but it’s all about the heart that matters.
For instance I do make sure to enjoy the festivity of Durga Puja in Pune every year but my heart craves for the celebrations back in Kolkata. It is a week-long festival of love, joy, shopping, gossip and food.
In an attempt to address the issue, Legrand India, a global specialist in electrical and digital building infrastructure came up with an interesting digital idea along with its digital agency LIQVD Asia. The association of Legrand India with Durga Puja in Kolkata is a decade old. However this year, the brand wanted to move beyond just being a sponsor and wanted to engage with the Bengali audience at a personal level.
To do so, a digital campaign called #ComeHometoPujo was launched with the idea to curate the celebrations and joy of the festival from various parts of India and not just Kolkata. Even if you are nostalgic of the festival but for some reason you couldn’t be at home, #ComeHometoPujo will ease the pain.
To start with the conversations began on Twitter with wishes from the brand on Durga Puja.
— Legrand India (@Legrand_IN) October 15, 2015
Thereafter conversations were weaved to bring the laid back Kolkata flavor.
The brand invited shutterbugs from Kolkata to share Durga Puja snaps with goodies attached.
And thus began the sharing of amazing creative madness associated with Durga Puja by fans.
You really can’t beat Bengalis on culture and creativity, it runs in the blood.
— Madhurima Basu (@Rimax1) October 19, 2015
Not just Twitter, Instagram was also used where fans were asked to share their memories, joys, festive mood around the Durga Puja with #ComeHometoPujo.
The agency also got in touch with local connects in Kolkata and did a photography session covering various pandals celebrating Durga Puja. These images were shared on the microsite and also on the brand Twitter handle as well as on Instagram that was created especially for the occasion.
The microsite, single online interface (www.comehometopujo.com) acted like a dashboard for all the Durga Puja celebrations across the globe, tracked with the #ComeHomeToPujo. The microsite stands now as a visual repository of the various moments associated with the festival.
Along with digital, print and BTL, communication also carried the #ComeHometoPujo.
#ComeHomeToPujo – a brand win with user generated content
We have seen in the past how campaigns driven by fan creativity can give unprecedented reach. The brand objective was to connect with its fans personally during the biggest festival of Bengal. #ComeHomeToPujo completely did that by asking fans to be part of it and share their moments from the festival. Nothing beats a fan driven campaign in terms of participation, reach and engagement on digital.
The execution of #ComeHomeToPujo from LIQVD has been perfect. Hosting all content on a visually delightful portal while sourcing content from Twitter and Instagram has been effective. The choice of social networks, especially Instagram which is quite in demand by creative minds was the much needed one to lend a spark to the campaign.
In doing so the campaign generated 542 posts, created 100,000 impressions for the hashtag #ComeHomeToPujo, and gained 136 followers within 5 days on Instagram. On Twitter the hashtag drove 1.3 million impressions while generating 1,318 posts and gaining 401 followers within 2 days.
#ComeHomeToPujo is a visually delightful campaign while it helps Legrand achieve its business objective of making a personal connect with its fans.