Every Pujo, as the many-handed goddess mesmerizes the devotees, the many hands that make the vision possible disappear behind her.
This Pujo, Pond’s India chose to celebrate the beauty of these Durgas behind the Durga. The women idol makers that toil for hours - day and night. We chose to tell the story of their beauty - the beauty of their vision and the beauty of each of them.
So, we created a giant mural of Maa Durga with a special detail - the entire image was made of smaller images of women idol makers creating their own Maa Durga idols and a special QR code that let the passersby witness their inspiring story and their beauty.
To show them how much we truly cherish and celebrate them, we gifted each idol maker an idol of themselves, just like their darling Dugga idols.
This Pujo, Pond’s celebrated 2 great beauties - one of the beloved Dugga and one of the Duggas behind the beloved Dugga.
Agency: Ogilvy India
Chief Creative Officers: Kainaz Karmakar and Harshad Rajadhyaksha
Executive Creative Director: Tanuja Bhat
Creative Team: Siddhesh Telang, Neelam Lakhani, Rohit Kasar, Aditi Khokhani