Tonic Worldwide has conceptualised a Durga Puja campaign for Kurlon that draws on familiar Bengali household conversations to encourage consumers to consider upgrading their mattresses during the festive season.
The campaign builds on the tradition of making purchases and upgrading household essentials ahead of Durga Puja. Through everyday family banter, the film connects the excitement around festive preparations with the role of comfort at home, placing mattresses alongside more conventional festive upgrades.
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With the line ‘Ei Pujate, Upgrade Korun, Aramei Thakun’, Kurlon encourages consumers to make everyday comfort part of their Puja preparations. The campaign uses a familiar aspect of Bengali household life to bring the brand’s product proposition into the festive conversation, highlighting the mattress as an often-overlooked part of the home.
