The brief was to associate the role of Coca-Cola in the large Bengali Festival feast. How a bottle of Coke becomes an accompaniment during the journey of the festival and witnesses the entire frenzy and feasting that is an integral part of the festival.

The creative idea was to bring alive a journey of a person's experiences during the festival as they move through the 5 days of festivity. A bottle of Coke is literally the witness to everything that happens during the festival and the narrative was woven around these nuanced experiences. Hopping from one delicacy to another, washing it down with a bottle of Coke, and enjoying the festival to the last drop. The landing line 'Coke-er sheathed row Pujor Mahabhoj' (Enjoy the feast of Durga Puja with a bottle of Coke) literally doubles up beyond the ambit of food because its more than just the food - Its a feast of the senses, the experiences and the magic of Durga Puja as a festival.

The audio visual taps into the little nuances of the Bengalis. The way they behave, the way they celebrate and the feasting that goes on for a good 5 days. How the entire community comes together to celebrate the festival of Durga Puja. Little nuggets of things that happen during the festival woven into the fabric of festivity.

The production involved programming a robotic arm to trace a single movement. Little cut outs of the figure in the journey was used as markers for the animation trace. Simultaneously the character was created in a typical Bengali style, an art form popularised by the famous Bengali painter Jamini Roy, characterised by the large eyes. All of this was then woven together into a seamless flow to create a veritable journey of Pujo, something that is seen yet unseen.

The reach of this campaign was not just limited to India. It reached Bengali's across the world who celebrate Durga Puja in different countries and many communities shared the ad. It quickly became viral as people connected with the piece of advertising and started sharing it on their personal social media platforms and forwarded it on WhatsApp. This literally gathered momentum and had a massive amount of earned media. It pushed brand love and made Coca-Cola an integral part of the festival.