CASE STUDY: How ABP Ananda put the 'spotlight' on Sunsilk for Durga Puja analyses how the channel’s Durga Puja series with Sunsilk created an edge wit

Mumbai: Durga Puja marks the homecoming of goddess Durga and is the biggest festival in Kolkata. The grandeur and charm are no less in other parts of the country too and brands across categories release new campaigns to reach out to their target audience during this festive season. This past year the celebrations were somewhat muted due to the pandemic, however, ABP Ananda left no stone unturned to woo its audiences by lifting the pall of gloom with its special Durga Puja programming.

Having partnered with a plethora of brands from diverse categories, ABP Network's branded content division, ‘ABP Spotlight' created several special integrations for partner brands such as Sunsilk to help achieve brand awareness and equity through interactive and customizable sponsor integrations.

These properties have created exciting opportunities for brands to be involved in the channel’s programming in a meaningful way that doesn’t detract from its content, offering a high degree of presence and brand-building capabilities. For Sunsilk, ABP Spotlight created a five vignette series with each day defining a ‘Pujo look’. It shows the significance of all Pujo days from Sasthi to Dashami and the role of Bengali women in it.

The vignette series brought together three talented and influential faces in Kolkata – upcoming model cum actress Darshana Banik, star hair-stylist Jolly Chanda and popular styling artist Sandip Jasiwal. Each of these vignettes features Darshana dressed up in new attire and look for each day of the Puja, aided by Chanda and Jasiwal’s professional expertise which make these vignettes even more interesting with their hair-do tips, anecdotes, and easy styling hacks that women can do at the convenience of their home. Thus, the essence of Girlgiri (Sunsilk positioning) and the mood of the festival have been synergized into creating this integration.

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During the anxious Covid times, Sunsilk wanted to spread some festive cheer amongst its consumers. The haircare brand wanted to promote easy DIY hairstyles during the Durga Puja. Their current brand communication of “Tyohaar wali feel, tyohaar wali deal” was converted into the Durga Puja Look of the day series. It showed the significance of all Pujo days- from Sasthi to Dashami, and the role of Bengali women in it.

Sunsilk brand owner HUL’s Sandhya Poojary said, “We partnered with ABP Ananda on Parae Parae Serar Lodai (PPSL 2020) which is a fun Contest between Pandal Committees. As a part of the campaign, ABP Ananda is helping us reach out to our girls by creating beautiful short stories around the festive looks for the five days of the Durga Puja and encouraging them to gear up for the festive season under our ‘Tyohar Wali Feel, Tyohar Wali Deal’ campaign, through a series of vignettes.”

Durga Puja is not just a religious or a social event for Bengalis, it is an event that is woven into the social fabric of the society. It has a grip on values, beliefs, cultural orientation, fun, and the social quotient. Poojary added, “We hope to further inroad into the Bengal market and create recall in the hearts of all Bengalis. We look forward to many such associations with ABP Network in the future.” Hence this special vignette has been created which beautifully blends in with the core features of the haircare brand, the festive revelry aspect of Durga Puja, and the overall celebratory bonhomie. 

Through creative and authentic integrations in their content, ABP Ananda has created tremendous value for the brand to shine and stand out this festive season. It not just creates value for ABP’s viewers but also allows Sunsilk to create a distinct and recognizable voice through the inventive collaboration.  This creative offering has posed a unique opportunity for the beauty & personal care brand to leverage the reach & prominence of the news channel and engage effectively with their audiences at a crucial time when creating brand equity in the market is paramount. This innovative approach to creative integration urged the channel’s viewers to forget the pandemic and partake in the festivities, successfully implementing new-age influencer marketing techniques.

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