‘Big Mahalaya’ ad campaign gets good social media traction

15 Oct,2019

By A Correspondent


Big FM, aided by Dentsu Webchutney, had a special programme on Septmeber 28 on Mahalaya.


Said Aalap Desai, Executive Creative Director, Dentsu Webchutney: “For 87 years, Bengalis all over the world have been following the iconic Mahalaya programme created by the Birendra Krishna Bhadra, which narrates the story and praises the goddess Durga. This year, keeping in line with Big FM’s positioning, we thought of creating a modern-day rendition of this iconic piece but with a powerful message. #BIGMahalaya’s concept revolves around adapting progressive thoughts and inclusion, resulting in a new outlook of equal opportunities. The idea was simple and needed a lot of people to come together to make it happen and today we are proud of what we have achieved.”


Speaking about the association, Sunil Kumaran, Country Head – Product, Marketing & Thwink Big, Big FM said, “Over the years, women have refrained from being a part of many traditions due to pre-set mandates. But with changing times, one can see how our thoughts are progressing and becoming more and more inclusive. Backed by our aim to create thought changing content which breaks stereotypes, BIG Mahalaya is our attempt to pack the message of inclusiveness and create a modern-day version of this age-old tradition. The original piece is iconic and cannot be replaced, but our 40 min rendition is an attempt at progressing towards a more inclusive and equal approach. We are extremely proud of this initiative which will create an impact in the society.”



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