During my tenure at HT Media Ltd., I worked on the radio vertical of Berger Priyo Pujo, a festive campaign created in partnership with Berger Paints. My contribution was part of Fever Pujor Boithaki Adda, a community-focused activation that brought the spirit of Durga Puja into housing complexes across Kolkata and Bengal.
The initiative moved beyond conventional radio advertising by taking Fever FM’s radio jockeys directly into participating residential communities. The RJs hosted informal adda sessions, alpona competitions, and other interactive activities, encouraging residents to gather, participate, and celebrate Puja together.
I led visual communication for this radio-led activation, translating the campaign identity across promotional creatives and community engagement materials. The designs needed to retain Berger Priyo Pujo’s festive character while giving Pujor Boithaki Adda a warm, familiar, and distinctly Bengali visual presence.
The communication supported the on-ground experience by making each activity immediately recognizable as part of the larger campaign. It connected Berger’s brand presence with the intimacy of para culture, shared conversations and neighborhood celebrations.
Through radio, visual communication and direct community participation, Fever Pujor Boithaki Adda helped turn Berger Priyo Pujo into a celebration experienced not only through media, but within the housing complexes and communities of Bengal.
The initiative moved beyond conventional radio advertising by taking Fever FM’s radio jockeys directly into participating residential communities. The RJs hosted informal adda sessions, alpona competitions, and other interactive activities, encouraging residents to gather, participate, and celebrate Puja together.
I led visual communication for this radio-led activation, translating the campaign identity across promotional creatives and community engagement materials. The designs needed to retain Berger Priyo Pujo’s festive character while giving Pujor Boithaki Adda a warm, familiar, and distinctly Bengali visual presence.
The communication supported the on-ground experience by making each activity immediately recognizable as part of the larger campaign. It connected Berger’s brand presence with the intimacy of para culture, shared conversations and neighborhood celebrations.
Through radio, visual communication and direct community participation, Fever Pujor Boithaki Adda helped turn Berger Priyo Pujo into a celebration experienced not only through media, but within the housing complexes and communities of Bengal.
Brand: Berger Paints
Campaign: Berger Priyo Pujo
Radio Activation: Fever Pujor Boithaki Adda
Organization: HT Media Ltd.
My Role: Visual Communication Designer for the Radio Vertical
Project Deliverables: Promotional Creatives and Community Engagement Materials
