ITC Sunfeast Mom’s Magic SHINES and Alive India create Kolkata’s Shiniest Puja Pandal
Alive India, led by founder Supratiek Shyamal Ghosh, executed an end‑to‑end experiential marketing partnership with ITC Sunfeast Mom’s Magic SHINES to transform the biscuit’s signature sugar‑glazed shine into a 1,200 sq ft illuminated Durga Puja landmark at Harish Park, Bhowanipore, South Kolkata. The installation, part of ITC’s festive campaign “Ei Pujo, Shine Koro!”, comprised a monumental 40 × 30‑foot façade that was lit by 1.7 lakh (170,000) LED lights extending over 3,600 feet, creating a dazzling visual that echoed the product’s glossy appearance.
The creative execution involved more than 80 skilled Bengal artisans and over 10 specialised creative, fabrication and technical teams. These teams worked intensively for more than 20 days, from 20 September through 21 October, navigating persistent rain and tight deadlines to sculpt biscuit‑inspired architectural elements, match colours precisely, and design thematic lighting. Dr Shiuli Ghosh, an acclaimed art director, curated the visual architecture, guiding the artisans in translating the biscuit’s texture and patterns onto the massive façade.
Beyond the physical structure, the campaign launched the “SHINES Spotlight Contest,” encouraging Pujo revellers to post their shiniest festive avatars on Instagram using the hashtag #ShinesSpotlight. Selected entries would be featured on billboards across Kolkata, extending consumer engagement beyond the pandal.
ITC’s senior marketing leaders highlighted the initiative’s intent. Suraj Kathuria, VP & Head of Marketing – Biscuits, ITC Foods, said the campaign aimed to take the idea of “shine” beyond the product and celebrate Kolkata’s vibrant festive spirit, while Kavita Chaturvedi, BU Chief Executive – Biscuits and Confections, Foods Division, ITC Limited, expressed gratitude to Alive India for helping realise a distinctive celebration that reflects the brand’s promise of making every moment shine.
Supratiek Shyamal Ghosh reflected on the experience, noting that from 20 September to 21 October the team oversaw every aspect—from biscuit‑inspired architecture and colour selection to thematic illumination—working alongside 80+ artisans and 10+ specialised teams. He described the project as an artistic triumph where “experiential marketing is where art meets commerce,” delivering an immersive cultural experience that aligns the product’s identity with Kolkata’s Durga Puja traditions.
The press release, distributed under an arrangement with NRDPL, underscores how a collaborative, artist‑led experiential ecosystem can translate a brand vision into a culturally resonant, large‑scale activation that enhances consumer connection during a major regional festival.