Adding to the festivities of Durga Puja and amplifying the cultural experience of thousands of Kolkatans, Thums Up unveiled an iconic 25-feet tall magnificent Dhaki at the famed “Deshopriya Park” pandal in the city. Present at “Deshopriya Park” to unveil the completed installation were Tollywood hero Abir Chatterjee, Coca-Cola India officials – Debabrata Mukherjee, VP – Marketing & Commercial and Bhupendra Suri, VP-Franchise Bottling Operations and the creator of the structure, Kolkata’s renowned artist Piyali Sadhukhan. Thums Up is India’s largest selling cola and its strong, fizzy and refreshing taste is specially loved by the people of West Bengal.
The larger than life ‘Dhaki’ installation was matched by a scintillating performance by one of Kolkata’s most loved and renowned rock bands, Cactus. Amongst the others, the band presented the ‘Bengali’ version of the famous Thums Up anthem – ‘Aaj Kuch Toofani Kartey Hai’.
A part of the Thums Up Durga Puja campaign for 2013, “Amader Pujo”, the exciting consumer engagement initiative was conceptualized based on the core consumer insight about every individual taking pride in showcasing their devotion towards the festival. Thums Up leveraged this Insight by urging the people of Bengal to unleash the Thunder within and make this the biggest pujo celebration of West Bengal.
Speaking about the initiative Debabrata Mukherjee, VP- Marketing & Commercial, Coca-Cola India said, “I am so excited to be back home to celebrate this auspicious festival. Durga Puja is an intrinsic part of every Bengali’s life and there are innumerable special, unforgettable and invaluable memories associated with this festival right from dancing to the fervent beats of the Dhaki, going pandal hopping, to savoring the delicious ‘Bhog’. Bearing in mind the great sense of pride and deep devotion of all Bengalis, Thums Up decided to undertake this special initiative this year. ‘Amader Pujo’ is Thums Up’s way of paying a tribute to the spirit of Bengal and an effort to make it even more special.”
Adding to the festivities, Bhupendra Suri, VP – Franchise Bottling Operations, Coca-Cola India said, “This is the first time that our Durga Pujo campaign is led by a robust on-ground activation as opposed to being advertising led. We are overwhelmed by the response of consumers to this initiative. This awe inspiring 25 feet tall Dhaki which is a result of the collective effort of Kolkattans, is an appropriate reflection of the bonding that takes place during the festival. We thank all our consumers for their unconditional love and support to Thums Up. On behalf of Coca-Cola India, I would like to wish everyone a very happy Durga Pujo!”
The unveiling of the ‘Dhaki’ marked the culmination of Thums Up’s“Amader Pujo” campaign which was rolled out in Kolkata almost a month back. The brand invited consumers across the city to deposit Thums Up currency, such as bottles, caps, labels in drop boxes installed at select locations. The currency was then collected and handed over to artist Piyali Sadhukhan to create her magic. The result was the breathtaking installation which depicts the spirit of Durga Puja through one of the most beloved symbols of the festival – the traditional Pujo drummers.
Speaking about her experience of working on the project, Piyali Sadhukhan, an alumnus of the prestigious Viswa Bharati University said, “It gives me great pleasure to be part of the Thums Up Durga Puja campaign which has chosen installation art as a medium of communication. This art form is still evolving in our country. Working on this project was extremely challenging as I wanted to interpret the “joie de vivre” associated with Pujo in a way that everyone could relate to. Durga Puja is the victory of good over evil. It’s the celebration of life and happiness and it is very close to all our hearts. I wanted to bring this out in my piece and I truly hope that the final installation speaks to the people of Kolkata just as much as it resounded with me during the creation process. Each person who has contributed towards the making of this piece has been part of this process and I think this is the true spirit of the Durga Puja festivities – one of collective enthusiasm and boundless celebrations. I wish everyone a Shubho Durga Puja and I congratulate Thums Up for undertaking such a unique and special initiative”.
Speaking at the grand unveiling ceremony, Film and Television actor Abir Chatterjee said, “Pujo highlights the devotion and love of us Bengalis towards Goddess Durga. Families come together from all parts of the state. Everyone is out on the streets – shopping, meeting old friends, eating good food and enjoying together. The energy one gets to witness during this auspicious festival is second to none! Thums Up has brought together the entire Bengali community to participate in this grand festival in a unique way – contributing to one magnificent Durga Puja installation. I applaud the Thums Up team for coming up with such a unique and thoughtful initiative. I would like to wish everyone a very Happy Durga Puja. May this season usher in prosperity and joy in all our lives and may the creative souls of the city go on to achieve greater heights.”
During the first phase of this one of its kind activation, the installation was created on a moving canter which travelled through major locations in the city. Covered with a huge drape, the piece of art was left to public imagination till the D-Day of unveiling. After almost 30 days of work, the structure has been finally unveiled for all to see.
About Coca-Cola in India
Coca-Cola in India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid 100 % juice (Minute Maid Apple, Minute Maid Orange, Minute Maid Grape), Georgia, Georgia Gold, Kinley, Kinley Club Soda, Burn and Nestea through a network of more than one and a half million outlets. The Coca-Cola India system has invested more than US$ 2 billion in its Indian operations and provides direct employment to more than 25,000 people.