Overview
On 27 October 2026, ITC Sunfeast Mom’s Magic SHINES, under the festive campaign “Ei Pujo, Shine Koro!”, collaborated with experiential‑marketing agency Alive India to transform the Harish Park entrance in South Kolkata into a 1,200 sq ft illuminated Durga Puja pandal dubbed “Kolkata’s Shiniest Pujo Pandal”.
Creative Execution
The structure measured 40 × 30 feet and was illuminated by 1.7 lakh LED lights strung over 3,600 feet, recreating the biscuit’s signature sugar‑glazed shine. Dr Shiuli Ghosh, an award‑winning art director, led the visual architecture, translating the SHINES biscuit design into sculpted surfaces and thematic lighting. Over 20 days, more than 80 skilled Bengal artisans, supported by 10+ specialised creative, fabrication and technical teams, executed the biscuit‑inspired sculpting, colour matching and lighting despite persistent rain.
Project Management
Alive India’s founder Supratiek Shyamal Ghosh and Brand Solutions Lead Upasna Pandey were on‑site from 20 September through 21 October, overseeing every stage—from architectural detailing and fabrication to final illumination. Their hands‑on leadership ensured the project met tight deadlines and weather challenges.
Brand Integration & Consumer Engagement
Beyond the physical façade, the campaign launched the “SHINES Spotlight Contest”, encouraging Puja‑goers to post their shiniest festive avatars on Instagram using #ShinesSpotlight. Winners received the opportunity to feature on Kolkata billboards, extending the brand experience beyond the pandal.
Executive Comments
Suraj Kathuria, VP & Head of Marketing, Biscuits, ITC Foods, stated that the initiative aims to take the concept of “shine” beyond the product and celebrate Kolkata’s vibrant festive spirit. 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.
Significance
The partnership showcases how experiential marketing can fuse product attributes with cultural festivities, delivering an immersive consumer experience that blends art, craftsmanship and brand storytelling.