Durga Puja presents a lucrative opportunity for brands to engage through pandal sponsorships, but Legrand India sought a more substantial and meaningful approach. They aimed to distinguish themselves by reaching those who were distant from home yet yearned for the touch of nostalgia during this festive period.
Kolkata, despite being renowned for its rich culture of art and literature, undeniably lacks quality corporate employment opportunities. Since most people migrate to bigger metro cities in search of better opportunities, Durga Pujo is when they miss home the most – a festival they have grown up celebrating grandiosity.
To create a memorable experience for those away from Kolkata during Durga Pujo, we conceived "Come Home to Pujo" – India's first Instagram Microsite. This innovative campaign amalgamated six distinct Instagram handles, each focusing on various aspects of Pujo, like food, pandals, and idols, fostering nostalgia. Our on-ground team captured real-time micro-moments from the festivities, and a photography contest featured winning entries on the microsite. The campaign resonated on social media, sparking engagement by asking, "What's your reason to Come Home to Pujo?"
pictures and videos were tagged on the Instagram Microsite within 5 days.
#ComeHomeToPujo featured on Instagram Trending Over 2 million impressions on Instagram Trending On Twitter
mentions of #ComeHomeToPujo
became trending Brand search volumes for Legrand elevated 10 times during the activity.