Trends Saj Parbon
2026 Finalist
Media associated with this campaign
Overview of this campaign
1) To celebrate Pujo as a collective fashion celebration across Bengal
Trends Saj Parbon was designed to celebrate Durga Pujo not just as a festival, but as a shared cultural and fashion moment across communities. Pujo in Bengal is when people come together—planning outfits, discussing looks, and stepping out each days with a new style. By introducing the idea of Five Days, Five Looks, the campaign tapped into this collective excitement, turning everyday Pujo dressing into a shared celebration of self-expression, youth culture, and festive pride.
2) To create high-impact cultural buzz by blending fashion, music and celebrity influencer
The campaign kicked off with a grand launch at Rock e Fusion, a high-energy rock concert that seamlessly fused live music and fashion. A spectacular fashion ramp walk, set against live musical performance showcased the exclusive Trends festive collection through five distinct Pujo looks—Sasthi Swag, Saptami Slay, Aesthetic Ashtami, No Cap Nabami, and Dope Dashami—setting the tone for the festivities. 3 CTA videos with Popular celebrities were created with separate stories around the nuances of Durga Puja to drive registration
3) To drive large-scale on-ground participation and sustained digital engagement
To deepen engagement, the campaign rolled out a series of interactive digital content pieces with YouTuber Nayandeep Rakshit and six celebrated faces, using fun, relatable formats such as GRWM sessions, Pujo shopping trails, scavenger hunts, fashion closet reveals, and playful style challenges. On-ground, Trends Saj Parbon witnessed massive participation with 600 paras and 50 RWAs across 22 districts of West Bengal, as communities came together to showcase their five-day Pujo looks—transforming fashion into a collective, participative celebration rooted deeply in Bengal’s festive culture.
Results for this campaign
1) To celebrate Pujo as a collective fashion celebration across Bengal
Trends Saj Parbon was envisioned as a people-powered Pujo movement that celebrated fashion as a shared cultural expression. A dedicated microsite enabled individuals, paras, and RWAs to participate by submitting their 5 days, 5 looks, transforming Pujo fashion into a collective celebration rather than a top-down showcase.
Entries were evaluated through a structured first-level judging process, culminating in the recognition of one state and district level winners. The initiative witnessed 43K individual participants and achieved an on-ground reach of over 250K people, firmly establishing Saj Parbon as a culturally rooted, participative Pujo property.
2) To amplify Pujo storytelling and fashion moments through high-impact content
The campaign created strong cultural buzz by seamlessly blending Pujo fashion with music, celebrities, and influencer-led storytelling. Three CTA-led celebrity videos alone garnered 6M+ organic Instagram views, while six interactive videos featuring Nayandeep Rakshit and celebrities added 10M+ organic views through engaging, conversational formats.
Further amplification came from 53 influencer-led content pieces, generating 14M+ organic views and reinforcing widespread cultural resonance. Print played a powerful complementary role, bringing alive the five Pujo days and looks showcased during the ramp walk. High-impact branded content covered the Fashion on Wheels launch and community celebrations, while celebrity Pujo looks were highlighted through dedicated stories and multiple brand ads across t2 and Anandabazar Patrika, ensuring sustained festive visibility.
3) To drive engagement across the state
On-ground activations took Saj Parbon directly to communities across Bengal. Fashion on Wheels, a mobile canter activation, travelled across multiple districts, bringing the festive collection experience to local paras. On Mahalaya Day, 14 celebrity judges visited districts to felicitate winners and runners-up, supported by live performances and fashion walks that energised audiences.
Digitally, the campaign maintained momentum through influencer films, teaser content, ramp walk footage, celebrity reels, static posts, Nayandeep–celebrity collaborations, and Mahalaya Day coverage. Cumulatively, Saj Parbon achieved 41M+ organic views, underlining its strong cultural pull and sustained engagement.
