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Thums Up's epic Pujo Ad!

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OCT 13, 2023
Nimish And Akriti (We Write)
NimishAndAkriti
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Durga Puja (or Pujo, as an our Bengali friends refer to it) is coming, and sure enough, there Durga Puja ads all over the place. Over the years, we have seen our share of Durga Puja themed ads. Most have been predictable and so forgettable that we remember them not, now. One, however, has stayed. And it came from, of all people, a Cola brand. In 2009, Thums Up came up with what we think is the ultimate Pujo ad. And in Bengali too. "Ebar Jombe Maja!"
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Nimish And Akriti (We Write)
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The ad was released near Durga Puja in 2009, and as it was in Bengali, was not given the kind of exposure that ads in Hindi and English get. In fact, many folks might not even recollect seeing it. It featured one of India's greatest actors, Soumitra Chatterjee (a legend of Bengali cinema), but had no element of celebrity. It was not loud or aggressive, or overtly sweet, like most Cola ads, but was understated. It did not even SEEM like a Thums Up ad.
Nimish And Akriti (We Write)
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The ad revolved around the loneliness of the elderly. It begins with an elderly man (Chatterjee) standing in the middle of a large, almost empty mansion and staring at it. A household help asks him (referring to him as 'Dada babu") if there will be any Puja celebrations this year. Chatterjee smiles wryly and replies "Who will do it?" It is scene right out of a Ray film, and Chatterjee's voice captures his sad, solitary solitude.
Nimish And Akriti (We Write)
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The news that Dadu (as he is called) will not be celebrating Pujo speeds like wildfire around the neighbourhood, And is greeted by shock - Durga Puja is THE festival of Bengal. A patriarch not celebrating it is unthinkable. Youngsters and ask Dadu if they can make the arranegements for the Puja at his place, He agrees, but not too enthusiastically (Soumitra Chatterjee's worldly wise weary smile is a treasure!). Things get a little predictable after that.
Nimish And Akriti (We Write)
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The young folks use Thums Up bottles and crowns to decorate the place. And have a lot of fun doing so, watched by a bemused Chatterjee. On the day of the Puja, Chatterjee looks at his changed mansion, with Thums Up bottle lights (and a whole chandelier) in pleasant surprise - the wall lights up as he touches it. As the celebrations get into full swing, and crowds throng the now lit mansion, Dadu smiles and says "Ebar Jombe Maja" (Now the fun begins)
Nimish And Akriti (We Write)
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It is an elegant ad, with some great footage. It is not a classic Cola ad (in fact its feel-goodness is very Coca-Cola like) and does not fit in with Thums Up's Taste the Thunder tag (which seems out of place at the end), but the brand ends up blending beautifully with one of Bengal's most cherished festivals. We still smile when we see it. And think of Soumitra Chatterjee. And Thums Up. https://youtu.be/50Pk_qCJ3Bg?s…
Sneha Das
cyberjunkie
Wonderful read! If I remember correctly, Soumitra also lent his voice to reciting a poem for one of the puja themes not too long ago. Possibly Kumartuli Sarbojanin - one of the oldest running pujas in North Kolkata
Nimish And Akriti (We Write)
NimishAndAkriti
Sneha Das
Sneha Das
Wonderful read! If I remember correctly, Soumitra also lent his voice to reciting a poem for one of the puja themes not too long ago. Possibly Kumartuli Sarbojanin - one of the oldest running pujas in North Kolkata
He was something. So quiet...and yet such an aura...
❤️
Sneha Das
cyberjunkie
Nimish And Akriti (We Write)
Nimish And Akriti (We Write)
He was something. So quiet...and yet such an aura...
Sonar Kella was likely the first film I watched him in during my childhood... unmistakable swagger, the way he held his cig too like...
Diya
diya
Nimish And Akriti (We Write)
Nimish And Akriti (We Write)
Durga Puja (or Pujo, as an our Bengali friends refer to it) is coming, and sure enough, there Durga Puja ads all over the place. Over the years, we have seen our share of Durga Puja themed ads. Most have been predictable and so forgettable that we remember them not, now. One, however, has stayed. And it came from, of all people, a Cola brand. In 2009, Thums Up came up with what we think is the ultimate Pujo ad. And in Bengali too. "Ebar Jombe Maja!"
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Very surprised that I faintly remember this.
Diya
Now I feel sad. There are no ads around these days with even my parents on OTT. Pujo ads are so intrinsic to the whole vibe when you are outside Bengal.
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Himon Mukherjee
himonmukherjee
Himon Mukherjee
I remember Soumitra Sir took my interview when I was 5 years old. I was a child actor for one episode of this show “Lokkhichaana” 🤣 I vaguely remember he couldn’t see me so he took me and made me sit on the table so all 3 people on the panel could see me and make sure I don’t run off
❤️
Sneha Das
cyberjunkie
Himon Mukherjee
Himon Mukherjee
I remember Soumitra Sir took my interview when I was 5 years old. I was a child actor for one episode of this show “Lokkhichaana” 🤣 I vaguely remember he couldn’t see me so he took me and made me sit on the table so all 3 people on the panel could see me and make sure I don’t run off
why do i feel like we've had this conversation before
Himon Mukherjee
himonmukherjee
Sneha Das
Sneha Das
why do i feel like we've had this conversation before
Yep yep