The Objective

Our client wanted to anchor their brand around the human need to mark and celebrate festivals. Whether it’s Durga Puja, Ganesh Chaturthi or Pongal, festivals are days when people in different ways connect, enjoy, form a bond, and feel a sense of togetherness and stability within the society. With cultures borrowing and assimilating each other’s traditions, urban living leading to time scarcity, and generation gap a reality, how has the joy and warmth of festivals felt today? How has the meaning of celebrating festivals changed, if at all? What do these special days sprinkle our lives with? And how has food morphed amidst all this?

The Strategy Unfolded

Prometheus realized that as much as this work is about heart-to-heart discussions and looking at the restyling of the past festival rituals and practices into their current form, the answer to such a deep-rooted need demands a lot more.

The rituals, the processes, the food, the clothes, the people, and the places - they all come together to make that day special. From understanding this ‘wholesome’ experience to every small preparation done weeks (and at times months) ago, we embarked on a journey with our consumers and within ourselves to understand the joy of reliving the same moments year after year. With an evident change in processes and shifting sharing mechanisms, food’s sensorial and soul fulfillment was at the heart of this journey.

The Impact

Insights from the research provided the timeless, eternal oscillating axis on which the manner of happiness, joy, warmth, and connectedness was experienced in a certain way. Food was an integral part of this exercise and was understood through the eyes of the cyclical nature of festivals to arrive at the emotive ways brands can embed themselves into these festive moments that epitomize life.