Pohela Boishakh 2022 marks a rejuvenation of nature and the markets

The new year is always welcomed with great fervour – be it the English New Year or the Hindu New Year. Celebrated under different names across the country on April 14 and 15, the festival celebrates the rejuvenation of nature. In the East markets, Bengal is celebrating Pohela Boishakh, while Assam is celebrating Bihu. And it is indeed a rejuvenation, especially after two years of Covid lockdown and restrictions.

Adgully is bringing the flavour of this festival in a two-part series. While the first part yesterday (April 14, 2022) focused on the content strategies of media platforms, Part 2 of the report highlights some of the brand activities in the East markets.

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TV and Radio add to the Pohela Boishank and Bihu festive fervour in the East markets

West Bengal is witnessing the return of customers to the market places in droves. The massive vaccination drive across the country as well as fall in Covid cases has contributed to the positive consumer sentiments. Though not as big a buying season as Durga Puja, Pohela Boishakh 2022 in Bengal is seeing traction for jewellery brands, apparel brands, food and beverage brands, restaurants and household goods, among others.

Tanishq from the house of Tata, has launched its Pohela Boishakh collection – Uttama. To mark the launch in an unique manner, Tanishq invited the women of Bengal to pour their soul into the collection. More than 50 regional jewellery designs were opened up for voting, where over 7,000 people gathered to give Tanishq’s Pohela Boishakh collection a new shape. The collection includes uniquely curated beautiful handcrafted designs by the kaarigars of Bengal and is a meeting point of the evergreen culture of Bengal and the indomitable spirit of the Bengal women. Popular Bengali actress Mimi Chakraborty launched the collection and will be seen wearing the choice of Bengal.

Speaking on the festive occasion, Mimi Chakraborty, said, “Pohela Boishakh marks the onset of an auspicious new year. What better way to bring in the auspiciousness than to revel in the festivities with Tanishq’s ‘Uttama’ collection that has been curated by all of us! Each piece has been crafted with love by our very own Bengali kaarigars and is a reflection of your choice. The collection will perfectly complement your ethnic and ethno-contemporary attire. I am more than honoured to launch the Uttama collection on this very significant day.”

Speaking about the launch of the ‘Uttama’ collection, Amit Dharap, Regional Business Head - East, Titan Company, said, “Pohela Boishakh is all about a new year with renewed positivity and hope. This time, we wanted to bring something new and unique to the women of Bengal. To make this Shubho Noboborsho truly special, the ‘Uttama’ collection is chosen by the women of Bengal, for women of Bengal to infuse their spirit into the collection. Our Bengali Kaarigars have handcrafted fine gold jewellery in intricate filigree, chillai and stamp work across choor, baala, Sita haar, kaan, shaka, Pola and many more. Each piece of jewellery is a celebration of the multi-dimensional and distinct personality of the woman of Bengal that makes the land so vibrant, truly Bengali.”

Meanwhile, Mother Diary has rolled out its campaign – ‘Rishton Ka Swaad Badhaye’ – in the city of joy. The TVC features actor Abir Chatterjee relishing the goodness and taste of Mishti Doi while engaging in a playful banter with his little daughter on screen. On his association, Abir Chatterjee said, “It gives me immense joy to be associated with an iconic brand like Mother Dairy and a product that really symbolises Bengal’s traditional taste. The new Mother Dairy Mishti Doi ad truly represents a very sweet message in a manner that is most relatable to any Bengali household, signifying the sweetness in relationships.”

Speaking about refreshed marketing strategies post the pandemic, Indrajeet Mookherjee, Managing Partner, dentsuMB, said, “With the pandemic receding, the country, including Bengal, is witnessing its first relatively ‘normal’ summer after 2 years. Brands have now started coming back and are luring consumers across categories. Air conditioners, refrigerators, soft drinks and ice-cream brands have launched high decibel campaigns to make the most of the ‘unusually hot summer’. This is a ‘win win’ for brands and consumers!”

During the time of the Bengali New Year, Bengalis usually make small or big investments. Over the past two years, they have held back on purchases due to lockdown restrictions, but the energy this time is returning with the pandemic subsiding. Mookerjee noted, “Overall, there is a positive sentiment – one of change and optimism, yet caution. Over the last 18 months, consumers have held back on their spends on large ticket items. During Noboborsho, Bengalis are usually inclined to invest in real estate, jewellery, fashion, and lifestyle as these are markers of auspicious beginnings.”

Online purchases, which saw a massive leap in the last two years, have been continuing in the post pandemic times as well. Brands have increasingly taken advantage of this opportunity by enhancing their online offers. Mookerjee remarked, “There has been a significant change in the consumer journey in the post-pandemic scenario. Many of them have found delight in the online world. Traditional local brands like Khadim’s, Bancharam Sweets, Bazaar Kolkata, Senco, have all stepped up their online game. They have been aggressively wooing consumers who are enjoying the best of both worlds.”