ITC Foods’ Sunfeast Mom’s Magic Shines has launched its festive campaign, ‘Ei Pujo, Shine Koro!’, transforming Harish Park into ‘Kolkata’s Shiniest Pujo Pandal’ to celebrate the city’s Durga Puja festivities through an immersive brand experience.
The installation features a 1,200 sq. ft. illuminated façade resembling a larger-than-life Shines biscuit, created using more than 1.7 lakh lights spanning 3,600 feet. Over 80 local artisans contributed to the project, translating the product’s signature sugar-glazed finish into a large-scale festive attraction.
The experience was inaugurated by acclaimed Indian cinema actor Rituparna Sengupta, who highlighted the campaign’s emphasis on personal expression and Kolkata’s cultural identity during Puja.
Suraj Kathuria, vice-president and head of marketing, Biscuits, ITC Foods, said the initiative aims to extend the product’s identity beyond its packaging by celebrating the many ways people and pandals shine during the festival. The campaign also features the Shines Spotlight Contest, inviting consumers to post their festive looks on Instagram using #Shines Spotlight. Selected participants will have an opportunity to feature on billboards across Kolkata.
In Guwahati, the campaign highlights the potential of festival-led marketing to build consumer engagement and brand visibility. Similar activations around Bihu and other regional celebrations could help brands connect with local audiences while supporting artisans and creating interactive consumer experiences.
