Sunlight (by HUL) Launches Interactive Festival-Pack Campaign for Pujo 2025
A Bright & Interactive Start to Pujo Celebrations
Sunlight, the iconic detergent brand from Hindustan Unilever Limited (HUL), has kicked off Pujo 2025 with a vibrant and innovative festival campaign. Known for blending heritage with creativity, Sunlight’s latest initiative celebrates Bengal’s biggest cultural season with an interactive twist designed to engage modern consumers.
This year’s festival campaign isn’t just about festive packaging — it’s an immersive experience that brings technology, tradition, and storytelling together.
Why This Festival Campaign Stands Out
The Pujo season is one of the most emotional and culturally rich moments of the year for Bengali households. Sunlight’s festival campaign taps into this sentiment with packaging that’s more than just decorative.
Each special-edition pack comes with scannable QR codes that unlock exclusive Pujo content — from music tracks to pandal walkthroughs to behind-the-scenes artisan stories. This makes the festival campaign an experiential blend of product and culture.
HUL’s goal is to modernize the Pujo tradition while staying rooted in emotional nostalgia.
Blending Culture & Technology for Maximum Impact
Sunlight’s Pujo 2025 festival campaign uses augmented reality and mobile-first content to give consumers a new way to celebrate.
When scanned, each pack reveals:
- AR Durga illustrations
- Interactive Pujo trivia games
- Short stories from artisans
- Festive saree care tips
By merging cultural symbols with digital engagement, Sunlight has created a festival campaign that stands apart from traditional seasonal marketing.
Celebrating the Essence of Pujo
For decades, Sunlight has been closely associated with Bengal’s Saree Care culture — and the brand leverages this connection once again. This festival campaign highlights the importance of tradition, fabric care, and festive preparation.
Women across Bengal participate in the ritual of washing, starching, and preparing sarees for the Pujo season. Sunlight’s festival campaign celebrates these intimate rituals while introducing a fresh, interactive element to enhance the experience.
Connecting with the Next Generation
A large focus of the festival campaign is to appeal to younger, digital-native Bengali audiences. By offering AR experiences and shareable content, Sunlight ensures that Pujo traditions stay relevant for Gen Z and young millennial consumers.
The interactive elements of the festival campaign encourage social sharing, making Sunlight part of personal storytelling during the celebration.
A Community-Driven Celebration
Sunlight’s festival campaign isn’t just about technology — it’s also about giving back. A portion of the campaign supports traditional artisans who create Durga idol artwork. Consumers can scan the packaging to donate, learn about artisan stories, and understand the cultural heritage behind their craft.
This community-first approach strengthens the emotional core of the festival campaign, aligning Sunlight’s identity with values of togetherness and tradition.
A New Standard for Festive Marketing
Sunlight’s Pujo activation demonstrates how powerful an interactive festival campaign can be when built around culture, technology, and community. It sets a benchmark for other brands looking to combine digital experiences with regional celebrations.
As festive marketing in India evolves, interactive experiences like this festival campaign will guide the next era of consumer engagement.
Amplify Your Festival Campaigns with Digilogy
Festive seasons offer unmatched marketing opportunities — but only when brands know how to combine culture with relevance. At Digilogy, we help companies craft data-driven, creative-first strategies that make every festival campaign unforgettable. Ready to create festive campaigns that truly connect? Get started with Digilogy today and elevate how your brand celebrates India’s biggest cultural moments.
