The festive season across India is here and we are amid the Pandemic. Hindustan Unilever’s detergent brand Sunlight, wants to tell people that we can still make the best of the situation, enjoy the myriad colours of Pujo and live life in colour.
Mindshare India joins hands with SVF Brands to conceptualise and create Sunlight’s Durga Puja campaign #SunlightJibonerRong – that celebrates the colours of life through a music video featuring renowned Tollywood actors, Alaknanda Ray, Srabanti Chatterjee and Abir Chatterjee.
The original track of the Sunlight TV Commercial created by Ogilvy India was loved extensively by the audience. The brand decided to respond to this demand for an encore by creating this music video.
The track is composed by Ranajoy Bhattacherjee and was sung by Bengali playback singer Lagnajita Chakraborty, that upholds the worth and beauty of life through its enchanting lyrics.
Directed by Dhrubo Banerjee, the music video exhibits the magnificent display of a Kolkata’s “Bonedi Bari” Durga Puja thereby setting a perfect festive mood for the audience. The video infused with a grand sense of festivity, nostalgia and beautiful inter-personal family moments will not only resonate but also elevate the viewers current state of mind. The video shows Alaknanda Ray taking a trip down the memory lane and reliving a puja from years ago.
We see her younger self, played by Srabanti Chatterjee, actively taking part in the puja preparations at their home, and having a wonderful time with her daughter and husband. Amidst all the celebrations, her husband, played by Abir Chatterjee, gifts her a beautiful saree which she wears during the aarti.
The flashback ends and we see her present self-head to the wardrobe and takes out the same saree which even now looks as good as new. The video ends with a very heart-warming feeling about family and life thereby also telling people that no matter the situation, Sunlight wants you to live life in colour and hold on to the colours of life forever. The campaign essentially brings forth the true essence of puja through its content even though we are stuck in the unprecedented pandemic.
Dhrubo Banerjee, Director of the ‘Sunlight Jiboner Rong’ music video, said, “My main focus was to make the video resonate the lyrics of the song. The scenes of the videos are capable of evoking a feeling of happiness and positivity amongst audience. It is always an honour to work with Alaknanda Ray. Both Abir and Srabanti have helped me fulfill the vision of the song. I hope this Puja song urge help people to enjoy the different colours of Durga Puja.”
Arindam Biswas, Head of SVF Brands, said, “We are elated to work with Hindustan Unilever for the first time. Re-creating this iconic song for Sunlight was enlightening as was working with a talented team of actors. The campaign beautifully expresses the essential features of Sunlight as a brand in the light of festivity.
“This year Durga Puja is unfortunately not the same as always because of Covid. Amongst the infelicitous situation right now, the aim of the campaign was primarily to spread positivity and raise hope in the minds of the audience.
“The goal was to deliver an emotional content to the audience that they can relate to, also with the brand message perfectly embedded in it. I hope the campaign receives positive feedback as we are looking forward to do more such exciting work with Hindustan Unilever and Sunlight team,” Biswas added.
Nitish Bhalotia, GM Fabric Care, Hindustan Unilever, said, “Sunlight is an iconic brand in West Bengal and the brands message is all about celebrating the colours of life. It encourages people to “live life in colour” whatever be the context or situation. This year Durga Puja will be different because of Covid and through this video song #SunlightJibonerRong we want to inspire everyone to be safe, make the most of the situation, keep their spirits high and enjoy the myriad colours of the Pujas.”
Ranajoy Bhattacherjee, Music director, lyricist, said, “I had a fantastic experience creating this song #SunlightJibonerRong. The song is looking and sounding so emotional and it captures the essence of Durga Puja so beautifully. I hope people will love it.”