Matribandanay Shree Maahika

Durga Puja is not only about celebrating the feminine divinity, or engaging in a cultural extravaganza filled with traditions and rituals, it is a spiritual experience that connects people with their faith, a celebration that brings joy to millions of hearts. This year, Myndroot was tasked with creating a puja campaign on behalf of our esteemed client Shree Maahika that would not only resonate with the target audience but also break down the barrier between divinity and humanity.

We started by asking ourselves one single question, how can something as simple as rice be connected to the biggest festival of Bengal? We thought hard till we could not anymore. And then, a team member blurted out the simple truth: It is the simplicity of rice that sets it apart from every other meal. Rice is not only a staple, it is somewhat necessary in our culture, just like the divine blessings we seek each and every day. That is all we needed, and the rush to create took over. What we created was an integration between the products and the faith people usually carry within themselves. For Shoshthi, we highlighted how Lord Ganesha’s blessings remove any obstacle from our path. Moving on to Saptami, we portrayed the idea of how Maa Lakshmi’s blessings bring us prosperity. For Ashtomi, we focused on how education will guide us towards a better future if we are blessed by Maa Saraswati. The Nobomi creative advocated how Lord Kartikeya’s blessings forge a path for us towards victory. On Doshomi, we prayed for the blessings of our divine mother.

We are quite confident that not only the experts, but every other human being would appreciate the concept that gave birth to these creatives.