ZEE5 Bangla has unveiled its extensive, integrated Durga Pujo campaign, ‘#AmarBhashaAmarGolpo‘ (My Language, My Story), with the core aim of making festive entertainment more inclusive, accessible, and deeply connected to Bengali audiences both regionally and globally. The 360-degree campaign is strategically designed to resonate with the cultural heartbeat of Bengal during its biggest festival.
The essence of the ‘#AmarBhashaAmarGolpo’ campaign, according to Rusa Banerjee, Business Head, Bangla ZEE5, is to capture the living heartbeat of the festival, echoing the spirit of inclusion and togetherness.
1. Festive Pricing and Free Content Window
To drive accessibility, ZEE5 Bangla has introduced the ‘PUJO59’ Festive Offer. Subscribers can avail the monthly Bangla plan for just ₹59, a significant reduction from the regular price of ₹99. Furthermore, to create a festive window for family viewing, a curated line-up of popular TV shows will be available at no cost on the platform from September 22 to October 2. Featured free-to-watch titles include Chirodini Tumi Je Amar, Jowar Bhata, SIT, and Kone Dekha Aalo.
2. Live Pandal Streams and VOD Specials
The campaign significantly enhances the virtual Pujo experience. The platform is live-streaming sacred rituals from top Pujo pandals, ensuring that the ceremonies can be witnessed from the comfort of home. This digital extension of pandal hopping is supported by a large slate of 35–40 Video-On-Demand (VOD) specials and originals. These offerings also include the streaming of the multi-starrer box office film, Mrigaya – The Hunt, along with upcoming and popular original series like Ganoshotru, Abar Proloy, Bibhishon, and Bohurupi.
3. Integrated Digital and On-Ground Activation
The campaign is not limited to digital platforms. It features an evocative brand film that tells diverse stories of the season, from a little girl sketching the Goddess’s eyes to a female priest leading a ceremony, uniting them in shared joy. Extending the campaign to the streets, ZEE5 Bangla is executing extensive outdoor branding across the city, utilizing banners and cab wraps featuring quirky, colloquial Pujo liners. Furthermore, the platform is partnering with 50 residential complexes (RWAs) hosting Durga Pujo celebrations to facilitate on-site screenings and festive activities, directly integrating the ‘PUJO59’ offer into neighborhood gatherings.
Kartik Mahadev, Chief Marketing Officer, ZEE5 and Zee Entertainment Enterprises Limited, stated that in a vibrant market like Bengal, Durga Pujo is the time to celebrate culture in its richest form. He noted that the ‘#AmarBhashaAmarGolpo’ campaign speaks to the core emotions of togetherness, nostalgia, and newness at once, reinforcing the platform’s commitment to staying rooted in Bengali culture while catering to a digital-first generation.
Key Highlights:
- Campaign Theme & Goal: ZEE5 Bangla launched the ‘#AmarBhashaAmarGolpo’ Durga Pujo campaign to promote inclusive and accessible Bengali entertainment, focusing on togetherness and cultural connection.
- Festive Offers: The campaign features the ‘PUJO59’ offer, providing the monthly Bangla plan at a discounted price of ₹59 (down from ₹99), and offering a curated selection of popular TV shows free of cost from September 22 to October 2.
- Content & Experience: ZEE5 is providing a comprehensive virtual Pujo experience by live-streaming rituals from prominent pandals and releasing 35–40 VOD specials, including the new film Mrigaya – The Hunt.
- 360-Degree Marketing: The promotion utilizes a brand film highlighting diverse festive stories, widespread outdoor branding, and on-ground community engagement through partnerships with 50 residential complexes.