Durga Puja, hands down, is the biggest religious and socio-cultural event in West Bengal. As the countdown for this spectacular event begins, you sense that the am, stifling heat of summer has made way for cooler and gentler weather, a twelve-month wait to welcome family and friends living afar is coming to an end, and there’s a distinct sense of hope and happiness in everyone’s hearts. Over the years, marketing teams have realized that this the best time in the state to launch and promote a range of products from gadgets to automobiles, apparel to foods, and everything in between.
More and more brands are waking up to the innate power of ‘influencer marketing’ in order to stay ahead in the fast-evolving digital marketing landscape and to reach their audiences and users in an authentic, cost-effective manner. The Profile Pick collaborated with quite a few over the past weeks to enable them reach their targeted groups and deliver specific business communication.
We bring you a round-up of the brands that The Profile Pick worked with this Durga Puja (plus, a spotlight on the influencers) season. Also, a brief on the customized campaigns that The Profile Pick created to highlight their key strategies for niche audiences and foster increased traction. Just to remind, these have already gone live as per their individual schedules.
- Xiaomi Global –
Xiaomi Home – If you’re thinking of a gadget update, whether a new mobile phone for the mandatory selfies and groupfies during pandal-hopping or a state-of-the-art Mi Home appliance for your loved ones, Xiomi presents the latest range to elevate your lifestyle. Working on this brand communication, Ritabhari Chakraborty took us on a virtual tour of the recently-renovated Xiomi store at South City Mall with its super-stylish look and display. Watch the video here
Redmi Note 13 Series – The launch of the latest range of Redmi mobile phones was just what scores of fans were waiting for. With some cool tech specs and at attractive prices, the Redmi 13 phones should be a smashing hit as our micro and nano influencers found out for themselves. For this campaign, The Profile Pick worked for over two weeks on a meticulously-designed strategy in which a team of 14 micro influencers was engaged to increase brand awareness, reinforce social credibility, and enable authentic engagement with their audiences. Some really hyper-local influencers like Mira Roy, Usha, RJ Priyanka, and Asansol – City of Brotherhood, collaborated with The Profile Pick to ensure max traction for the entire product range, focusing on geographical targeting – specific district towns and cities – as per the brand’s requirements. Here are some of the videos
2. L’Oreal Paris Hyaluronic Moisture Shampoo, Conditioner, and Night Cream – Is there a girl who doesn’t wish to look her best when she steps out for Durga Puja festivities? Short answer – No. L’Oreal Paris with Anisha Mukherjee and Poulomi showed how your hair and skin can look like a million bucks for Durga Puja.
3. Pitambari – Did you know traditional metal cookware and utensils continue to be in demand on festive occasions for all Indians, year after year? Many of us lovingly preserve family heirlooms in pure silver and brass and take them out for use when its Puja. But how to tackle the dark streaks that appear on them no matter how well you store? Here, our home-grown brand, Pitambari, comes to the rescue and restores their shine like new. Anisha Mukherjee and Joyeeta Banerjee show us how.
4. Godrej Appliances – Spruce up your home with the latest Godrej appliances. Durba Dey shows us what the latest lineup of appliances and gadgets looks like right from the company’s launch event in Kolkata. Nisha visited the Croma store at Avani Mall to give us a lowdown on the unveiling of the latest Godrej Eon refrigerator.
5. Diakin – Stories of gutsy women who overcame huge odds in life to emerge stronger are brought alive beautifully in the short video capsules/reels of ‘Amar Durga by Diakin’ by influencers Pretty Kundu, Indrani Das, and Joyeeta Banerjee.
6. Prince Pipes – Durga Puja is the time to unleash creativity. Durga Pratima (idols) and the pandals are works of art, each better than the next. Even the most-humble one done with handmade paper chains of the organizing devotees will leave you gazing at it in fond admiration. At Jodhpur Park, the Durga idol was created with Prince Pipes, one of the largest PVC manufacturers and multi-polymer processors in the country. Anisha Mukherjee, draped in ethnic wear, gave viewers a lowdown on the unique and beautiful installation.
7. Too Yumm – The snacking division from RPSG Group that offers several crisps and namkeen varieties felicitated artisans of Kumartuli (the renowned hub of Durga-idol making in Kolkata) with lovely gift hampers. Calcutta Connection captured the occasion in its thematic video.
8. Reliance Digital – Soak in the “Puja-Puja” feeling with of-the-moment gadgets from Reliance Digital. Calcutta Cacophony shows you how to do it with flair.
9. Zee Bangla – Get Set Ready – Durga Puja and delicious eats are an inseparable combination. As locals, we all have favourites that we look forward to binge on during the days of festivity – from tender pan-fried momos, fluffy and fragrant biriyani, puchka that explodes in your mouth to give off unnamed food sensations, to freshly-made mishti. And, these are just a few that we have mentioned. Zee Bangla’s Get Set Ready saw a local influencer (food vlogger) on a recce of local Durga Puja hotspots to bring alive the unique mood.
10. iTech – Adina Adhikary steps into four iTech stores across the city to show us what’s special in the hot-off-the-factory iPhone 16 and iPhone 16 Pro. Xorem brings viewers the real-life thrill of the new iPhone launch at the Siliguri iTech store.
With inputs from Antaripa Mukherjee and Neha Karmakar
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