Kumari Puja, dating back to 1901, traditionally worships little girls from upper sect Brahmin families as embodiments of Goddess Durga. However, we wished to celebrate Durga in every girl around us irrespective of her cultural background. Seeking to foster inclusivity into this cherished celebration, we envisioned the ‘I AM DURGA’ Campaign. Our goal was to celebrate every young girl as a representation of Durga, breaking barriers of caste, religion, and economic status.
The Execution
Using our distinctive and innovative Gen AI technology, we embarked on creating a unique platform where any mother could upload a photo of her little girl. Once uploaded, our AI would magically transform the photo into its own beautiful and mesmerizing version of ‘Goddess Durga’, bringing them into the heart of Kumari Puja. Through this initiative, our aim was not only to promote inclusivity but also to challenge the idea that such participation should be limited to any specific caste or creed.
Experience the magic of Maa Durga with our AI Poster generator! Inspired by our initiative, the Association eagerly joined in, welcoming girls from diverse cultural tapestries . Within moments, you’ll have a bespoke greeting card, ready to share your blockbuster moment and spread joy this Durga Puja.
The results were astonishing as well as heart touching. The TOI Kolkata editorial office overflowed with heartfelt letters from Durga Puja Associations, applauding our campaign. Inspired by our initiative, the Association eagerly joined in, welcoming girls from diverse cultural tapestries. Venturing into the vibrant streets of Kolkata, TOI photographers approached little girls with a simple question: “Would you like to be Durga?” Their delighted nods and beaming smiles were captured and transformed into images that graced the pages of TOI. This innovative celebration of Kumari Puja resonated deeply, affirming that change was not just accepted but embraced with open arms.
Adding cherry on the cake, the Campaign proved to be a sleeper success even in terms of numbers and engagement online. We witnessed organic results in the mere span of 4 days!
We are thrilled to have spearheaded a campaign that exceeded expectations not only in numbers and engagement but also in its fundamental mission: to champion inclusivity and embrace diversity in the celebration while amplifying the message that every young girl embodies the spirit of Maa Durga. This initiative reignited the brand’s recall value AND positioned it at the forefront of inclusive messaging, elevating brand perception. The Campaign proved to be both captivating and deeply moving, establishing a new benchmark for brand engagement and meaningful user interaction.
