Description
How does a global brand pray at Durga Puja? Not with an ad, but with an offering. We turned discarded Coke PET bottles into sacred thread. Collaborating with Bengal’s master weavers, we created a limited-edition Laal Paar Saree, the festival's most iconic garment. The design subtly wove our contour bottle motif into traditional patterns. Our campaign wasn't on a billboard; it was worn with pride. The women of a renowned Pujo community became our living medium, embodying a story of sustainability and respect. By transforming waste into wonder, Coke moved from brand to blessing, weaving itself into the very fabric of the festival.
