It was the biggest season of festivities at Kolkata, and Brandwizz deftly worked, chartering out a campaign strategy structure for JSW Cement. An eco-friendly paddle cart, Eco Go, was launched for the very first time in India. The campaign was live from 30th September - 8th October, where our expert team worked round the clock to deliver professionalism and excellence in all the mediums that were integral to this awareness campaign.

What is Eco Go?

It is a 10 seater sociable paddle cart with zero harmful emissions to promote a healthy way of life. It is for the first time in India that a leisure ride of such kind was launched. Made from minimalistic spare items like wood, gears and paddles it is a perfect eco-friendly vehicle to spend time with family and friends.

The Digital Campaign Framework

We devised the full scale strategy for the Durga Puja social media awareness campaign (Facebook) of the paddle cart, that consisted of event announcement creatives, videos and awareness posts.

It all began with the teasers, building hype among the people - followed by the reveal creatives and ultimately its sustenance posts that stormed the social media network during the biggest festival of Bengal.

The event also had a theme song, for which our team had prepared a spectacular music video.

The Outdoor Print Campaign

The event work kickstarted with the creation of teaser and announcement artworks of diverse dimensions for hoardings & standees which were grabbing eyeballs all over Kolkata.

As the event drew nearer, our team was tasked with the creation of backdrops for two outdoor events. The first one took place on 29 September at Axis Mall, where basically the paddle cart, Eco Go, was unveiled to the public for the first time.

On 30 September, it was the grand opening of the main event right at Ecopark, where the venue witnessed plenty of footfalls that afternoon.

Sustenance and Response

During the five days of Durga Puja, people kept pouring in both morning and evening alike. Apart from the Eco Go fun ride, there were games like adorning Goddess Durga with the right set of weapons in her ten hands. What’s more, there were even prizes for that.

Another interesting corner of this gala event was the enormously huge music “Shonkho'', which was crafted as a selfie corner. The Shonkho had sensors installed which would start playing music the moment someone posed in front of it.

The entire on ground activity went live on Facebook, where we saw people riding the paddle cart and sharing their experiences. It was all happy faces and merriment during the festive season.

Takeaways

This Durga puja campaign was one of its kind for everyone who worked on it. From its planning stage, followed by the brainstorming sessions and finally the execution, it was all exciting and fun to work. Since the event was conceptualised on a first-time happening in the country, our team had to go that extra mile to materialise it.

The valuable inputs and words of encouragement from the JSW team worked as fuel to the fire for us to steer the project ahead. From extensive client meetings to working a couple of extra hours, it was all a challenge that we carried on very smoothly and the event came out as such a huge success.