A city dressed for Pujo

NEO - The Creative Company has recreated Kolkata as a city made of fabric for Baazar Kolkata’s Durga Pujo 2026 campaign. From a textile yellow taxi to an embroidered phuchka cart and cloth clouds, the AI-generated film carries fashion into the city itself, with ultra-realistic characters moving through its imagined world.

The idea draws on a familiar part of Pujo: the excitement begins with choosing new clothes and bringing them home. For a fashion retailer, fabric becomes the visual language of that anticipation, running through the city’s streets, transport and everyday gathering places.

The story follows a couple returning from a Baazar Kolkata shopping trip. A helping hand on the Metro, a stop for phuchka and an encounter amid pandal preparations become moments of festive change, as the people they meet transform into new Pujo clothes. The couple’s shopping bags connect the encounters, carrying the joy beyond the store before the journey ends at home.

Conceptualised, written and executed by NEO, the film was crafted entirely by Nirmalya Majumder using AI tools. The concept and script were developed by Joy Aichbhowmik and Nirmalya Majumder, with NEO serving as both agency and production house.

“Fabric gave us a way to connect the brand with the city at every level, from a yellow taxi to a cloud. Using AI, I could build that world around people who felt lifelike. We wanted each encounter to carry the excitement of Pujo a little further, until the couple finally brings that feeling home,” said Nirmalya Majumder, Founder, NEO - The Creative Company.

The film closes with the Bengali line “ছুঁয়ে দিলেই পুজো এসে যায়”, conveying that a touch can bring Pujo alive, followed by an embroidered brand endframe.

The campaign also includes a separate Pujo song composed and sung by Anindya Chatterjee of Chandrabindoo. Written by Joy Aichbhowmik, with arrangement and programming by Ashu Chakraborty, the song took the anticipation of Pujo onto radio and across Baazar Kolkata stores. NEO developed and executed the song in collaboration with the music team.

The film appeared at the brand’s venues, on screens, in stores and on digital media.