Description
The splendour around Durga Pujo in Kolkata knows no bounds. But sadly, advertising during this time looks the same: red and white everywhere, traditional drapes, sindoor khela shots. It’s beautiful, but predictable. We wanted to do something different for Pantaloons. Enter: Hok Tomar Agomon. A campaign that not only celebrated Maa’s agomon (arrival) but also invited others to celebrate their own. Each shot featured culturally-known symbols of Maa’s arrival – kaash phool fields, pandal scaffoldings, madurs, dhakis – reinterpreted through a contemporary fashion lens with modern Indo-Western silhouettes and fresh accessories. Art direction became an act of cultural listening and showing the oft-ignored preparation side of the festival. Each shot was designed to feel both cinematic and deeply familiar. The result? Tradition that doesn’t look traditional, but still feels unmistakably Pujo.
