Durga Pujo is a centuries’ old festival celebrated by 104+ million people in India alone.

Every year, during this 10-day festival, idols of Goddess Durga are venerated, which are so special, that even the materials used to make them are spelt out distinctly - one of them being soil from outside brothels. However, the process starts with a question to sex workers - “May I have some soil?”

And here lies an unfortunate paradox. Their soil is needed for making the sacred idol, but sex workers, themselves are kept away from celebrations.

We highlighted this unfair practice in a sensitive manner, and it shook a 500-year-old ethos. For the first time in history, religious bodies actually asked sex workers the second question – “Will you join us?”. They were invited to be a part of Pujo celebrations at Pandals, and given the respect and equality they have always been denied.

Indian festivals are known across the world for their grand celebrations, but what's little-known is that these festivals are steeped in traditions that are followed even today. One key festival is Durga Puja, fondly called Pujo.

For over 500 years, Indians have been celebrating Pujo, in honour of Hindu Goddess Durga’s victory over evil.

And every year, more than 104 million people across economic, social and cultural strata gather in Pandals (festival grounds) to celebrate and worship idols of the Goddess together.

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.

Through our film, we sought to challenge the status-quo of this centuries-old discriminatory practice without seeming insensitive to religion.

India is home to one of the largest commercial sex industries in the world - a billion-dollar trade that is the livelihood for nearly 10 million women.

Born into poor families, uneducated, abandoned at a young age, or even to provide a better life for their children – such unfair circumstances leave most of these women with no other choice of profession. And this unfairness continues, in the form of social stigma, rampant exploitation, and ostracism that forces women to embrace prostitution as not just a livelihood, but a way of life.

And one major form of social ostracism is an age-old tradition that’s part of one of India’s biggest festivals, Durga Puja. Fondly called Pujo, this annual festival sees more than 100 million people gather in Pandals (festival grounds) to to celebrate and worship idols of the Goddess together.

According to tradition, the idols of Goddess Durga that are venerated during the festival 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 attending its celebration.

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.

Indian festivals are a melange of unique traditions that are set in stone, with the tradition of asking sex workers for soil during Durga Puja, only to exclude them from celebrations, being no exception.

This deeply unjust tradition was normalised to a level that it was internalised.

However, the film, with its sensitive fabric nudged the conscience of society at large. For the first time in history, religious bodies actually asked sex workers the second question – “Will you join us?”. They were invited to be a part of Pujo celebrations at Pandals, and given the respect and equality they have always been denied due to their profession.

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, walked the delicate line to change this tale of exclusion to an opportunity of inclusion.