Summary
The "Har Maa Durga" campaign was a groundbreaking initiative that seamlessly integrated cultural traditions with modern technology to celebrate and honor the essence of motherhood. The campaign unfolded in multiple stages, utilizing AI, mobile technology, and immersive displays during the Durga Puja festival.
Challenge
Har Maa Durga campaign for Sunfeast Mom's Magic seamlessly blended tradition & technology with the integration of both online & offline marketing. The campaign focused on celebrating the spirit of motherhood during the revered Durga Puja festival in West Bengal. AI was employed to craft an ideal miniature Durga Maa avatar, bringing together mothers from diverse communities. After several trial & error sessions of the perfect avatar, the most suited one was finally shortlisted that would eventually turn the course of the entire campaign. This initiative fostered a profound connection between cultural symbolism and individual identity which ushered a deep sense of pride in each heart. A mobile campaign was also built with over 17,000 active participants who were excited to create their own Maa Durga avatars. This immersive experience not only strengthened brand association but also symbolized the strength of mothers and their embodiment of Maa Durga.
Objective
The core aim of the "Har Maa Durga" campaign by Sunfeast Mom's Magic was to pay homage to the essence of motherhood by intertwining it with the revered symbolism of Maa Durga during the auspicious occasion of Durga Puja in West Bengal. Using cutting-edge AI and interactive tech, our goal was to craft a platform that portrays every mother as a manifestation of Maa Durga's powerful and nurturing virtues. -Celebrate Motherhood with Cultural Relevance -Create Personalized and Emotional Connections -Engage a Wide Audience through the use of AI -Showcase the Power of Unity -Drive Brand Association and Recall
Strategy
The ‘Har Maa Durga' campaign was a great initiative aimed to honor the real superheroes- mothers, by aligning them with Maa Durga's powerful qualities. The campaign was devoted to all these supermoms who are already Maa Durga in different avatars. However, using the power of AI and mobile technology enabled them to pay tribute to them on a larger scale which they could reminisce about forever. The campaign thus encouraged widespread participation, allowing mothers to envision themselves as iconic figures during the Durga Puja festival. This initiative by Sunfeast Mom's Magic was strategically integrated to associate the brand positively with mothers' nurturing yet strong characteristics. Different avatars were built to pay tribute to each supermom in the divine form of Maa Durga which ignited a profound emotional resonance among them. Mothers from all across Kolkata, came to take a peek into their new avatars that gave them a newfound confidence and courage to be themselves. The emphasis on cultural relevance also ensured a deep, emotional connection between the brand and the local community alongside invoking a realisation in every heart that mothers are no less than Maa Durga. The campaign also aimed at increasing the footfall at Ahiritola pandal.
Data
At the core of 'Har Maa Durga' lies an innovative online platform, enabling individuals to generate and obtain AI-crafted renditions of their beloved mothers, embodying the divine presence of Goddess Durga herself. This assured a visual delight and a cherished memento commemorating the essence of Durga Puja and the campaign. Results data- 17000+ Mom's created their durga avatar 84000+ devotees downloaded the Mom's Magic Har Maa Durga Aarti 10 Lac people visited the Mom's Magic Pandal The campaign strategically aligned with Sunfeast Mom's Magic, reinforcing the brand's association with the nurturing and powerful characteristics of mothers. The immersive experience of seeing transformed images at the Durga Puja Pandal contributed to enhanced brand recall and established a positive brand image. 1008 mothers from all across the city of Kolkata engaged in the process, and the team transformed the images of each supermom into divine AI avatars of Maa Durga. This initiative fostered a profound connection between cultural symbolism and individual identity which ushered a deep sense of pride in each heart. A mobile campaign was also built with over 17,000 active participants who were excited to create their own Maa Durga avatars. Aside from this, a 3D murti display of 1008 AI-generated Durga Maa avatars also donned the facade of the pandal, drawing a whopping 10 lakh visitors. This immersive experience not only strengthened brand association but also symbolised the strength of mothers and their embodiment of Maa Durga.
Solution
Campaign Launch and AI Avatar Transformation: The campaign kicked off with the introduction of the "Har Maa Durga" platform, inviting mothers to upload their photos or capture an image of themselves via the mobile campaign. Through AI-powered technology, these images were transformed into unique avatars resembling Maa Durga, accentuating the distinct strengths and qualities of each participating mother. Mobile Campaign and User Participation: The heart of the campaign was in the mobile experience, where over 17,000 mothers actively engaged by transforming their images into Maa Durga avatars through a specially designed microsite. This user-friendly and inclusive approach ensured widespread participation, allowing mothers from diverse backgrounds to partake in the celebration of their unique qualities. Immersive 3D Display at Mom's Magic Pandal: The transformed images of 1008 mothers were featured in a stunning 3D display at the Mom's Magic Pandal during Durga Puja. This immersive showcase not only captivated the audience but also symbolized the collective strength and unity of mothers, reinforcing the campaign's central message that every mother embodies the spirit of Maa Durga. Cultural Integration and Symbolism: The campaign is deeply rooted in the cultural significance of Durga Puja in West Bengal. By associating mothers with the revered figure of Maa Durga, the campaign seamlessly integrated cultural symbolism with contemporary experiences, resonating with the emotional and cultural sensibilities of the local community. Brand Integration and Positive Association: Sunfeast Mom's Magic is strategically positioned as the enabler of this celebration of motherhood. The brand becomes synonymous with the qualities of perseverance, power, and capability embodied by Maa Durga, fostering a positive association between the brand and the target audience. Community Engagement and Footfall at the Pandal: The Mom's Magic Pandal became an extremely popular attraction during Durga Puja, bringing in a staggering 10 lakh visitors.
Results
Over 100 Residential Societies were visited where mothers were invited to share their photos for the creation of miniature Durga idols with the help of AI. The campaign gained full momentum as 1008 mothers were approached, each corresponding to 1008 captured images representing the avatars of Maa Durga. The collective effort led this beautiful campaign to take a successful shape with a whopping footfall of 10 Lakh visitors in just 5 days. The brilliant and seamlessly executed campaign resulted in the pandal winning a lot of accolades and appreciation within the community after each image was transformed into miniature avatars of Maa Durga. People from all across Kolkata came to visit and embrace the spirit of Maa Durga in every mother. Once all the avatars were well-infused into the heart of the pandal, every mother came forward to witness the event with emotions sparkling in their eyes. A mobile campaign was also created at this point for all mothers where they could create their own avatars and pay tribute to the Durga that resides within them. A mesmerising aarti was also created integrating each avatar that resonated with the divine Maa Durga. There were nearly 84K shares of Aarti on ShareChat too. To top it all, the campaign was also titled as the Puja ‘Pandal of the year' by the Govt. Of West Bengal. During this time, nearly 17K+ mobile AI Durga avatars were created that highlighted the buzz this campaign had created in each heart. By far, Har Maa Durga has had the most seamless execution with a tireless team that dedicated infinite attempts into each image to transform them into divine avatars of Maa Durga and create a pandal of dreams. Each effort provides an assurance that echoes a unique execution that welcomes AI into the real world.
