Description
BAHANA is a Bengali word that means excuse the endless reasons every college student comes up with to skip class. For NSHM, this universal student behavior became the inspiration for a festive twist by connecting Bahana with the Vahan (sacred animal companions) of Hindu gods and goddesses.
Each visual features an NSHM student taking a selfie, accompanied by a symbolic Vahan resting on their shoulder, representing their playful "partner in crime." Behind them, a festive mandala is reimagined using tools and icons from their respective courses: chef hats and spoons for Hotel Management, books for academics, and other course-specific elements turning academic identity into a celebration.
By blending a relatable campus insight with the visual language of Durga Puja, NSHM transformed everyday excuses into culturally rooted, memorable stories that students instantly connected with, celebrating both campus life and the diversity of its academic disciplines.
This professional campaign titled 'BAHANA' was published in India in September, 2025. It was created for the brand: NSHM Knowledge Campus, by ad agency: Three Fourth Solutions. This Digital medium campaign is related to the Education industry and contains 4 media assets. It was submitted 1 day ago.
Credits
Client: NSHM - DURGAPUR
Advertising Agency: Three Fourth Solutions
Creative Director: Arindam Karmakar
Team Leader: Aakancha Subashi
Designer: Ayush Das
Copywriter: Rahenuma Shaikh
Client Servicing: Rahenuma Shaikh