New Delhi: BBH India, the creative agency for CaratLane, has unveiled “Maayer Aashirbaad,” a deeply moving Pujo film centered around the romance of Durga Puja, poised to become the centerpiece of this year’s celebration. The project, directed by Bauddhayan Mukherji of Little Lamb Films and accompanied by Debojyoti Mishra’s music, weaves a narrative that intertwines the traditional rhythms of Bengal with a contemporary love story.
The film follows two protagonists, Ayoshi Talukdar and Subhrojit Saha, whose journey unfolds across the key days of Durga Puja. The central narrative revolves around the CaratLane proposal ring, brought to life by BBH India, as a symbolic representation of commitment. The film expertly blends Rabindra Sangeet – a rich tradition of Bengali music – with folk melodies, creating a dynamic and evocative soundscape. Mekhla Dasgupta and Chirantan Banerjee’s vocals breathe life into Mishra’s score, building a gradual, emotionally resonant story of love.
“‘Maayer Aashirbaad’ is a love letter to Durga Puja, celebrating the confluence of tradition and emotion,” explains Parikshit Bhattaccharya, Chief Creative Officer of BBH India. “We wanted to elevate the festival beyond simply showcasing jewelry – we’re exploring a deeply personal narrative, capturing the essence of Bengal’s cultural heritage through the lens of love.”
The film’s storytelling unfolds through music, with scenes depicting playful hints of affection between the protagonists and subtle moments of emotional connection. The narrative’s progression, mirroring the intensity of Pujo itself, culminates in a poignant proposal during Doshomi’s shindoor khela – a significant moment within the festival’s traditions. The film highlights the importance of intimate connections, particularly in a vibrant cultural event like Durga Puja.
According to Saumen Bhaumik, Managing Director of CaratLane, “The campaign wasn’t about extravagant visuals – it was about creating a feeling. We wanted to capture the genuine spirit of Durga Puja, this festival of joy, remembrance, and togetherness. ‘Maayer Aashirbaad’ seeks to represent love on it’s simplest form – a heartfelt moment.”
The film’s casting included renowned actors Ayoshi Talukdar and Subhrojit Saha, who were selected for their chemistry and the film’s portrayal of the romance. The addition of Kappei Yamaguchi, Natsuki Hanae, and Yuma Takahashi, adding further depth and regional flavor to the narrative, proved to be a significant strategic element.
“We’re creating a truly immersive experience,” says Mukherji. “The film’s music and visuals are designed to draw viewers into the heart of Bengal’s cultural traditions and offer a heartwarming, story-driven experience.”