Industry
Paints
Berger Paints India Celebrates 10 Years of Priyo Pujo with a Digital-First Milestone
Challenges
Elevating the 10th Year with a New-Age Digital Vision
Marking the 10th year of Berger Priyo Pujo, the brand aimed to drive maximum votes through digital platforms, keeping on-ground activations minimal. With HGS Interactive managing the campaign for the 8th consecutive year, expectations were high to deliver a fresh, impactful, and fully digital experience that could outperform previous editions.
Solutions
Fueling Festive Fervor with a Smart Digital-First Strategy
To drive digital-first participation, HGS Interactive launched dedicated social media handles for Berger Priyo Pujo to connect with the Bengali audience in West Bengal. The campaign leveraged local celebrities and influencers to create engaging call-to-action videos. A dedicated microsite was developed for announcements and voting, supported by WhatsApp chatbot voting. Targeted social media ads on Facebook and Instagram were run in phases – first to build awareness, then to drive traffic to the microsite and WhatsApp, with remarketing strategies boosting conversion among engaged users.
Outcomes
Achieved the highest-ever participation in the campaign’s 10-year history. Reinforced Berger’s position as a cultural connector and festive brand leader in West Bengal.
2.3 Mn
2.3 million votes
30 Mn
30 million people reached
97 Mn
97 million impressions
9 Mn
9 million engagement
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