TechnoSport has unveiled a new campaign film celebrating the anticipation and collective spirit surrounding Durga Pujo in Kolkata, bringing its ‘Designed for Momentum’ brand philosophy to life through the preparations leading up to the festival.
Titled ‘Maa Aschhe. Boshe Thaki Ki Kore?’ (Maa is coming. How can we possibly sit still?), the campaign captures the energy, devotion and shared effort that define the days before Maa Durga’s arrival.
The film uses fast-paced storytelling and Bengali narration to showcase how people across neighbourhoods come together to prepare for the festivities. Its closing line, ‘Maa Aschhen. Cholte Thako!’ (Maa is coming. Keep moving!), reinforces the idea that every action contributes to a larger collective effort.
The campaign draws on the insight that people have different ways of preparing for Durga Pujo, connecting these expressions of participation with TechnoSport’s broader narrative of ‘Real Movement’.
Commenting on the campaign, Puspen Maity, chief executive officer, TechnoSport, said Durga Pujo’s anticipation extends well beyond the celebrations, bringing people together through shared preparations. He added that the campaign connects the brand’s ‘Designed for Momentum’ philosophy with everyday actions while strengthening its engagement with eastern India through culturally relevant storytelling.
The campaign comes as TechnoSport continues to expand its presence in the eastern market. The brand has more than 12 exclusive brand outlets and over 3,000 general trade retailers across the region, alongside a nationwide network of more than 81 outlets, according to the campaign announcement.
The company has also signed a memorandum of understanding worth ₹100 crore with the Odisha government, highlighting its focus on strengthening its presence in the region.
The campaign has been creatively directed by Adhip Chakravorty, creative and brand studio lead, with brand direction by Nicholas Joseph Leen, brand and content lead. The Content Lab served as the production agency.
