oila Baisakh, the Bengali New Year, is more than just a date on the calendar—it’s a celebration of identity, heritage, and cultural pride. Rooted in centuries-old traditions, the day is marked by vibrant rituals, family gatherings, the melodic strains of Rabindra Sangeet, colourful alpona designs, and, of course, delicious sweets and new clothes. Observed across West Bengal, Bangladesh, and among Bengali communities worldwide, Poila Baisakh is both a moment of joyful festivity and quiet reflection.
In Bangladesh, the celebration takes on a national significance, with public holidays and iconic events like the Mangal Shobhajatra, a colourful parade that symbolizes unity, hope, and resilience. In India, the cultural heartbeat of Bengal pulses through homes and streets alike, as people come together to honour both the past and the promise of a new beginning.
Advertising Meets Tradition
In recent years, brands have embraced Poila Baisakh as a moment to connect meaningfully with audiences by blending traditional values with contemporary narratives. These campaigns not only reflect the joy of the season but also spark conversations about identity, modern life, and cultural continuity.
One such example is Siddha Real Estate’s campaign, which takes a poignant approach. Rather than focusing solely on celebration, the ad addresses a growing disconnect among urban Bengalis from their cultural roots. Through evocative storytelling, the campaign becomes a call to action—urging viewers to go beyond surface-level rituals and rediscover the deeper values that define Bengali identity.
On the other end of the emotional spectrum is Berger Paints’ exuberant celebration of Poila Baisakh. Their campaign bursts with colour, music, and joy—bringing every ritual, dish, and emotion to life through a festive musical montage. From decorating homes to sharing sweets, it paints a picture of the New Year that is both visually rich and emotionally resonant.
Two Perspectives, One Culture
Together, these campaigns present two complementary narratives: one rooted in nostalgia and introspection, the other in joy and vibrant expression. They highlight the dual nature of Poila Baisakh—both a time to honour heritage and to embrace the evolving ways in which it’s celebrated.
As brands continue to explore regional festivals like Poila Baisakh, the best campaigns are those that strike a balance—honouring tradition while staying attuned to modern sensibilities. These efforts not only resonate with audiences but help preserve and promote the cultural fabric that makes such festivals so meaningful.
Srijan Reality
Kalyan Jewellers
HSBC Bangladesh
Coca-Cola
P.C Chandra Jewellers
Banglalink
Berger Paints
Siddha
