Festive gifting for all

Digital campaign promotes Brand Factory's offers but targets audience beyond Bengal for Durga Puja

Taking part in multiple festivals, whether they are celebrated by one’s own community or others, is natural for people in India. And as consumers in a more connected world, such events offer a wider audience for marketers in the retail industry to cater to than earlier. A new advertising campaign by Future Group’s Brand Factory tries to seize this opportunity by presenting Durga Puja as an occasion for exchanging gifts between people from different communities.

The digital advertisement shows a Sikh woman waiting eagerly in anticipation of her parents and relatives to arrive at her home in Kolkata, as her husband