The Times of India (TOI) is urging daughters to celebrate Durga Puja ( Indian festival) at home for festivities.
TOI's campaign created by Wunderman Thompson and titled Phirey Esho (come back) as “Ma Aaschen. Tumi Kothae?” (Durga Ma is coming home. Where are you?) features an evocative image of daughters getting off planes, trains and buses but with Ma Durga’s (Indian goddess) ten arms forming behind her (with the arms of co-passengers behind her).
The daughters are to Ma Durga without whom there can be no Puja.
A film was also rolled out highlighting the anticipation of a daughter’s homecoming for Pujo, featuring dancer Tanusree Shankar and actors Ritabhari Charaborty and Paoli Dam. The film is directed and edited by Pritha Chakraborty with a background score by Prabuddha Banerjee.
Times of India brand director Sanjeev Bhargava said: “While being India’s favorite newspaper for the best curated and validated news, TOI works hard to create a local connect with its readers in each city it serves.
"Maa Aaschen Tumi Kothae, Phire Esho Kolkata” is created for Durga Puja to strengthen our connect with readers, especially women who are an important cohort for us.”
The campaign will run across print, radio, digital and outdoor.