Matir Kachhakachhi Mrinmayir Poribar

When Myndroot was tasked with creating a puja campaign for our esteemed client Mohor Kutir Resorts, our first thought was not to execute the most obvious routes, and instead, explore the land of Bengal and its natives.

Our approach was directed towards building a narrative where divinity steps down from its pedestal and merges with mere mortals, bearing traits akin to humans.

For Shoshthi, we illustrated Lord Ganesha as ‘Lambodara’, that child of the family who loves to eat. On Saptami, we portrayed Maa Lakshmi as ‘Aishwarya’, the little girl who is always ready to get dolled up. For Ashtomi, we painted Maa Saraswati as ‘Sumati’, one who is soft-spoken and intelligent. Moving on to Nobomi, we portrayed Lord Kartikeya as ‘Sukumar’, the beloved young son who protects his family. For the Doshomi creative, we illustrated ‘Maa’ as the sole guardian whose warm embrace serves as a shield from all the harm and negativity of the world.

By humanising divinity, and thus fostering a sense of relatability, the campaign aimed to create a lasting emotional connection with the audience. This approach not only celebrated the native's heritage but also offered a fresh perspective on spirituality and tradition.