Puja: Berger Paints turned citizens of Kolkata into judges
Unlike most other contest, the fate of the pujo pandals lay in the hands of the public.
Commenting on the initiative, Abhijit Roy, Managing Director, Berger Paints said “Durga Puja is the most important festival of Kolkata which provides an opportunity for all brands to catch the maximum eyeballs. However, on the flip side the clutter is also at its highest during this period and hence Berger Paints came up with an innovative idea like ‘Priyo Pujo’ which would involve the crowd at large and break the clutter in the market.”
The objective through this campaign was to establish Berger Paints as a leading and innovative brand in Kolkata and to deliver an amazing Durga Puja experience to the people of Kolkata.
The campaign was stretched across 3 months- August to October, 2014 in 3 phases.
A total of 700 pujas participated in the contest and the top 20 pujas was chosen from the first round of voting and basis a lucky draw won Rs 20,000.
Finally the top 10 ‘Priyo Pujos’ were chosen by the 12 Citizen Judges and awarded a cash prize of Rs 1 lakh as prize money along with a trophy from Berger Paints. The names of the winners were also announced in the leading newspapers in the city and will be aired on radio on Saptami/Astami/Nabami/Dashami.
Renowned celebrities such as Parambrato Chatterjee and June Malia acted as grooming experts to the citizen judges and Rupankar Bagchi sang the theme song for the campaign.