Description
To connect with Bengal's Durga Puja, our outdoor medium wasn't a billboard, but a sacred garment. We turned recycled Coke PET bottles into thread and collaborated with local weavers in Phulia to create a limited-edition Laal Paar saree—the festival's iconic red & white attire. Our "outdoor" was hyperlocal and alive: the sarees were worn by the women of a prominent Kolkata Pujo committee during the actual rituals. Each woman became a living, moving poster, an authentic testament to our shared colours. We didn't just place an ad in the region; we wove our brand into its cultural heart, turning plastic waste into a revered symbol of the festival.
