Asian Paints Sharad Samman Launches ‘Mon Jitey Nilo’ Campaign For Durga Pujo

Asian Paints Sharad Samman has launched its latest Durga Pujo campaign, Mon Jitey Nilo, shifting the focus from winning awards to celebrating the relationships, creativity and community spirit that define Kolkata’s festive season.

Conceptualised by Ogilvy, the campaign captures the excitement surrounding Durga Pujo, when neighbourhoods prepare elaborate pandals and friendly rivalries emerge over the question, “Ebaar jitbey?” (Who will win this time?).

The film marks the return of Gattu, the Asian Paints mascot that has become a familiar presence among Bengali audiences. Through the character, the campaign portrays the preparations that bring neighbourhoods together, from pandal-making and planning to discussions and the exchange of ideas.

While awards recognise the craftsmanship and creativity behind the pandals, Mon Jitey Nilo highlights the memories, pride and collective effort that remain long after the festivities end. The campaign positions winning hearts as a more enduring measure of success than taking home a trophy.

Commenting on the campaign, Sujoy Roy, Chief Creative Officer, Ogilvy North, said, “This year we decided to bring back Gattu, who went from being an Asian Paints mascot to becoming practically a pet name (daak naam) for Bengalis. The film captures everything that makes a para tick during Pujo. The planning, the pandal-making, the unsolicited advice, and that one question everyone keeps asking: ‘Ebaar jitbey?’”

Roy also highlighted how younger generations are engaging with tradition and reshaping it through their creative interpretations of pandal-making.

“Beneath all the excitement of winning a Sharad Samman lies something rather simple. The sheer joy of making something wonderful together. Because long after the lights fade and the festivities end, what remains are the moments of wonder, pride and togetherness that creativity leaves behind,” he said.

For over four decades, Asian Paints Sharad Samman has recognised the imagination, craftsmanship and community participation behind Kolkata’s Durga Pujo pandals. The initiative has become part of the city’s festive landscape, celebrating both the creations and the people who bring them to life.

With Mon Jitey Nilo, the brand reinforces the idea that while awards celebrate achievement, the lasting value of Pujo lies in the connections communities build and the experiences they share.