Smart Bazaar is one of India’s largest affordable supermarket chains, with a crucial part of its target audience being the Bengali community. For over 500 years, they have been celebrating Pujo together, worshipping idols of Goddess Durga at pandals (festival grounds).

According to tradition, these idols must contain one essential element: soil from outside brothels, given free-willingly by sex workers. But ironically, the same sex workers who are indispensable in the idol’s creation are excluded from even attending its celebration.

Smart Bazaar wanted to create a film that connects with the evolved Bengali community during the festive period of Pujo, and attract greater affinity.

We had to sensitively appeal to the Bengali community, that is as proud of its culture and tradition, as it is forward-thinking. This had to be done in a way that it ultimately results in greater brand affinity.

For over 500 years, more than 104 million Indians have been celebrating Pujo, worshipping idols of Goddess Durga at pandals (festival grounds).

According to tradition, these idols must contain soil from outside brothels, given free-willingly by sex workers. But ironically, the same sex workers who are indispensable in the sacred idol’s creation are excluded from even attending its celebration.

The Idea:

We created a compelling film, from the perspective of an idol maker. When he visits a brothel with the intention of asking – “May I have some soil?” the sex worker’s innocent daughter wonders ‘why she never gets to see any of the idols made from their very soil’. While he receives the soil, he also realises the discriminatory impact of this Pujo tradition.

Finally, he and his wife ask something, sex workers have never been asked - The Second Question: “Will you join us in Pujo celebrations?”

The target audience for this Durga Pujo film was a socio-culturally evolved and forward-thinking Bengali community. However, as open as it is to change, it’s also very proud of its tradition. We chose to walk the delicate line between inspiring change and not hurting sentiments by creating a sensitive story rooted in tradition, leading towards a positive change.

SMART Bazaar, one of India’s largest affordable supermarket chains, a brand that makes quality products accessible to all, a brand whose very ethos is equality, sought to change a tale of exclusion into an opportunity of inclusion.

Through our film, we highlighted the unfair tradition in an evocative manner that challenged the status quo without seeming callous to religious sensibilities.

The film was shot in the heart of Pujo celebrations - Kolkata, India. This was done to maintain the authenticity of the story – right from a Bengali crew of around 60-70 members, to Bengali actors, to the location that was not far from Sonagachi, one of Asia’s biggest red-light areas.

The film was released social media handles of Smart Bazaar, right at the beginning of Durga Pujo’22. Moreso, it also got circulated on WhatsApp.

The film is available for viewing worldwide on Smart Bazaar’s YouTube, Facebook and Instagram handles.

The Second Question has reached over 16.5 million people around the world, which translated into brand love in more than one way:

Thought leaders praised the film’s sensitive storytelling which brought home the message of inclusive celebrations - A message that soon became a reality, for in 2022, for the first time in 500 years, religious bodies actually invited sex workers to be a part of Pujo celebrations at pandals (festival grounds).

It garnered great brand affinity, which was reflected in a two-fold increase in footfall at Smart Bazaar stores in West Bengal (the Indian state where Pujo is specifically celebrated with great vigour), and a 48% increase in sales.

The film also received an outpouring of support on social media, with 600% increase in engagement, while trending organically on Twitter.