Asian Paints, under its ‘Sharad Samman’ initiative unveiled a new campaign namely ‘Mon Jitey Nilo’, with the concept of moving beyond pursuit of awards to winning people’s heart.
Conceptualised by Ogilvy, the ad film featured the return of Gattu, the iconic mascot of Asian Paints, with animated video showcasing progress in Durga Puja preparations in a Bengali neighbourhood.
The film evolved around empathy, evoking emotional resonance with the audience.
Commenting on the new campaign, Sujoy Roy, Chief Creative Officer, Ogilvy North, said, “This year we decided to bring back Gattu, who went from being an Asian Paints mascot to becoming practically a pet name (daak naam) for Bengalis. The film captures everything that makes a para tick during Pujo. The planning, the pandal-making, the unsolicited advice, and that one question everyone keeps asking: ‘Ebaar jitbey?’
Running for over four decades, the initiative recognised the creativity behind the city’s pandals while honouring the people and communities.
