Description
To authentically join Durga Puja, we didn't buy ad space; we wove ourselves into its sacred fabric. We turned recycled PET Coke bottles into thread and collaborated with Bengal's master weavers to create a limited-edition Laal Paar Saree—the festival's iconic red & white garment. The design subtly blended Coke's bottle contour with traditional motifs. Our outdoor campaign was not a poster. It was the saree itself, worn by the women of a major Pujo pandal during the rituals. Each woman became a living, moving, topical poster—a symbol of tradition meeting sustainability. By syncing our iconic colours with the festival's sacred palette, we turned plastic waste into cultural wonder. The campaign became an act of devotion, moving Coke from a brand to a blessing.
