TechnoSport has unveiled a new campaign film celebrating the anticipation and collective spirit of Durga Puja in Kolkata. Titled ‘Maa Aschhe. Boshe Thaki Ki Kore?’, meaning ‘Maa is coming. How can we possibly sit still?’, the campaign brings the brand’s ‘Designed for Momentum’ philosophy into the city’s preparations for the festival.
The film captures the diverse ways people prepare to welcome Maa Durga, from early mornings to late-night activities, using fast-paced storytelling and Bengali narration to highlight the devotion, excitement and shared effort behind the celebrations. It concludes with the line ‘Maa Aschhen. Cholte Thako!’, meaning ‘Maa is coming. Keep moving!’, reinforcing the idea that every movement contributes to a larger collective effort.
The campaign also builds on TechnoSport’s ‘Real Movement’ narrative, connecting everyday physical activity with the energy of festival preparations.
Speaking on the campaign, Puspen Maity, Chief Executive Officer, TechnoSport, said, “Pujo holds a special place in the country, and the anticipation begins long before the celebrations. People come together, lend a hand, and find joy in preparing to welcome Maa. We wanted to celebrate that shared effort with warmth and respect for the occasion. The campaign connects our ‘Designed for Momentum’ philosophy with the everyday actions that contribute to these preparations. The East is an important market for TechnoSport, and we’re excited to strengthen our connection with audiences through stories that reflect the region’s culture and community spirit.”
The launch comes as the brand strengthens its retail presence in eastern India, with more than 12 exclusive outlets and 3,000 general trade retailers across the region. TechnoSport has also signed a memorandum of understanding worth ₹100 crore with the Odisha government, underlining its focus on the eastern market. Through the Puja campaign, the brand aims to deepen its connection with consumers through culturally rooted storytelling.
