Kurkure captures the spirit of Kolkata Pujo with immersive experiential campaign

Kurkure brought its signature joyful energy to Durga Pujo in Kolkata with a vibrant, street-level experiential campaign designed to feel intrinsically woven into the city’s festive rhythm. The activation, centered around the theme of “Pujo Pujo Bhaab” (the feeling of Pujo), transformed iconic city elements into lively hubs for celebration and community engagement. 

The campaign’s success lay in its deep integration of local art and culture with brand identity: 

• The Kurkure Karaoke Tram: A classic Kolkata tram was ingeniously reimagined and decked out in Kurkure’s bright orange and blue colors. It was transformed into a “karaoke adda”, a social gathering spot for music, offering people a unique, joyful space to sing, relax, and celebrate. This repurposed icon became a major attraction, embodying the blend of nostalgia and festive fun. 

• The Art-Car Ambassador: A vintage Ambassador taxi, a symbol of Kolkata, was fully painted with festive colors and folk art, serving as a highly visible, photogenic centerpiece that celebrated the spirit of Pujo through local artistic expression. 

• Street Art and Murals: Kurkure engaged local artists to paint vibrant murals and alpona (traditional Bengali floor art) across the activation site, ensuring every detail felt authentic and right at home in the city’s festive landscape. 

At Brindaban Matri Mandir, the epicenter of the celebration, the campaign culminated in a lively communal experience. Attendees happily queued for Kurkure bhel thonga (a popular street snack served in a paper cone), surrounded by festive music, color, and joyous family moments. 

By utilizing familiar local elements like the tram, the Ambassador car, and indigenous art forms, Kurkure created an immersive Pujo experience that resonated deeply with the local community, making the brand a natural part of the city’s most beloved festival. The festive energy and community interactions fostered on the streets were also carried forward and amplified digitally, extending the celebration beyond the physical location.