Airtel has collaborated with artist Anupam Roy to bring to light the contribution of people who work behind the scenes during Durgo Puja.
Durga Pujo is the largest festival of eastern India and a five day long gala celebration. The campaign, conceptualised by J Walter Thompson, focuses on a song sung by Anupam Roy.
The video shows how a traffic sergeant works overtime during the Pujo, how a doctor in the emergency ward leaves behind his friends and family to serve patients and how a chef too works all day so that people can enjoy their delicacies.
The song has been released on Wynk Music and Airtel TV and was composed and sung by Anupam.
Anupam said: “This song is very close to my heart. It is my small way to thank all those people who work harder to make my festival special. I hope all of you will like it.”
Sameer Batra, CEO of content and apps, Bharti Airtel, said: “We are delighted to join hands with Anupam Roy to create this heart-warming tribute for people from all walks of life. At Wynk Music and Airtel TV, we are always eager to collaborate with stars to bring the best of localized content for our users and the upcoming festive season will see more of such exciting music tie ups from us”.
Arjun Mukherjee, vice president and executive creative director, J Walter Thompson said: “Pujo songs are always about celebrations and festivity. But no one spares a thought for those who miss Pujo gladly, so that we don’t miss out on anything. This song is dedicated to all those stars of Pujo, who are lost behind the bright lights of celebration.”