Shalimar's timeless tribute to Bengali culture and festivities

They say, staying ahead of time isn’t really everybody’s cup of tea. However, people who pick up the challenge nevertheless and succeed in converting ideas into reality, are always rewarded with the great gift of timelessness! It was around the year 2000 when Shalimar Chemical Works had decided to rework their approach regarding the brand’s conventional commercial advertisement. Being one of the oldest and prominent brands originating from Bengal, they had thought about celebrating the richness of Bengali Culture and Festivities in their regional campaign. This Initiative, resulted at first into the creation of a jingle based ad film celebrating the Bengali New Year or the Poila Boishak . That ad was an instant hit. And inspired by this great success next came a jingle-based ad film celebrating Bengal’s biggest festival, the Durga Puja. The flavour of Bengali Culture and the feel of the soil and water of Bengal in this ad was so widely accepted and appreciated at all quarters that it had eventually created a new trend. More and more brands followed in the footsteps of Shalimar’s, and festival ads became an in thing. Today, two decades later, the State Government of West Bengal has proposed to declare Paila Baisakh as the official 'Bongo Dibosh'. Also renowned Multinational Corporations today are paying extra attention to create interesting Durga Puja Advertisements. And meanwhile, Shalimar's Pujo Song has attained the status of becoming 'The' Pujo Anthem for Bengalis. Since its inception, this Ad has been recreated twice roughly at the interval of 10 years. The first was during 2010, when Bengali Music Industry was undergoing a transformation with the arrival of a New Generation of Modern songs and Bangla Bands. The new version of Shalimar’s puja ad had successfully reflected this change by featuring prominent New Generation Artists not only for the playback, but also as characters in the film!

Again, after another 10 years the next recreation was planned during the year 2020. But due to Covid crisis the plan had temporarily taken the back seat. And the it took nearly two more years to gain back the lost momentum. Finally, this year the Audience shall take a short trip across the mountains to the sea beaches of Bengal through Shalimar's Pujor Gaan. From collecting soil for making Debi Murti to Ashtamir anjali and Dashamir sindur khela, We will see it all through the eyes of Shalimar. Apart from that, this Year's Pujo Ad also focuses upon Celebrating Women Power which is being observed through the Slogan 'Mayeder Haate Mayer Pujo'. The two versions of the jingle shall celebrate two specific aspects of Bengali Culture and Music. In one version Bengal’s traditional Baul Gaan is the driving force. Prominent Bengali Baul Singer Parbati Das Baul is lending her voice for the first time for an ad jingle. The second version features Music Maestro Pandit Ajay Chakraborty, Bengali Popular Band Singer Rupam Islam, and Internet Sensation Anatara Nandy from Nandy Sisters, making Shalimar's Pujor Gaan a Fusion Masterpiece. In spite two different versions, the audience may rest assured that the essence and feel of Bengali Tradition in each version shall be pure as ever. And that is because, Shalimar has forever been another name for Purity. In every festive celebration if has been the companion of