Durga Pujo is more than just a festival for Bengalis — it is a time of togetherness, nostalgia, and celebration. One of its most cherished traditions has always been pandal hopping. In recent years, however, this has become more of a social activity among friends rather than a family experience.

Understanding the emotional connect that Bengalis have with their beloved festival, Maaza, in association with Anandabazar Patrika and The Telegraph, launched the Maaza Grand Pujo Parikrama. This initiative aimed to bring families together for an exclusive, once-in-a-lifetime pandal-hopping experience along with renowned Bengali celebrities Abir Chatterjee and Monami Ghosh.

Launching the campaign

To engage consumers and drive participation, the campaign was launched with a reel featuring Chatterjee and Ghosh performing a signature hook-step to a catchy jingle, which was created in-house. This was widely shared across t2, Sananda, and Anandabazar.com social media platforms.

To be a part of this extraordinary experience, consumers had to scan the QR code on specially curated Maaza promo packs for a chance to win exciting rewards like Zomato and BookMyShow vouchers. Also, lucky winners stood a chance to join the Maaza Grand Pujo Parikrama with their families.

Another way to participate was through the social media contest, where consumers uploaded reels performing the signature hook step or shared family pictures featuring the Maaza promo pack using #PujoParikramaWithMaaza.

Further amplifying engagement, a radio contest on 91.9 Friends FM — “Maaza Moments Together” — invited listeners to share their fondest Durga Pujo memories, with winners getting a chance to be a part of the Grand Pujo Parikrama.

A remarkable day

This event took place on October 6, 2024 in Kolkata and was nothing short of grandeur. The day began with a sumptuous breakfast spread at Hyatt Centric, where families captured memorable moments with celebrities Chatterjee and Ghosh.

The excitement continued as the 15 lucky winning families boarded a Maaza-branded bus for an exclusive pandal-hopping experience along with the celebs. They visited four of Kolkata’s most iconic pujo pandals — Ekdalia Evergreen Club, Samaj Sebi Sangha, New Town Sarbojanin, and Dum Dum Park Bharat Chakra.

The winners walked on the red carpet alongside the celebrities in the pandal while interacting with them.

The day concluded with a lavish Bengali Mahabhoj at Taj City Centre, followed by presenting the winners with the branded Maaza gift hampers featuring Maaza-branded glasses, an Instax camera, a beautiful Bengali handwoven scarf and a picture with the celebrity in a Maaza-branded frame — souvenirs to commemorate their unforgettable journey.

A comprehensive 360-degree promotional strategy was executed to maximise awareness and engagement for the campaign. Pre-promotion included CTA ads in ABP and t2, along with influencer-led content and the “Maaza Moments Together” contest on 91.9 Friends FM.

The campaign generated over 4.8 million impressions and video views across t2, Sananda, and Anandabazar Online, while celebrity and influencer-driven content amassed an additional 4.1 million video views, reaching 4.6 million people.

With 280,000 visits to the contest microsite and 20,000 rewards distributed, consumer participation soared. The initiative led to a 6% volume growth for Maaza in Bengal as compared to the pre-promotion period. The one-day event was a grand success, where 60 people had the unforgettable experience of pandal hopping with the celebs.

The Maaza Grand Pujo Parikrama 2024 was more than just an event — it was a heartfelt initiative to revive the spirit of togetherness and family pandal hopping, creating cherished memories that will last a lifetime.

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