The message is sent loud and clear in a Bangla-language TVC, featuring Sourav Ganguly, to make plastic free Bengal. This year, as a first, ‘Shera Para Shera Pujo’ drive is poised to undertake a new and transformative initiative – the drive to promote reduction and reuse of plastic waste. Kansai Nerolac Paints will be urging citizens to assist in collecting plastic products and recycling them into public utility items.
The collected plastic will also be used to create a larger than life installation for Pujo that will be displayed in Kolkata for the festivities. Additionally, the campaign will also see top pandals competing in the brand’s yearly mural painting competition the theme for which is: ‘Esho Gorhi Plastic Viheen Nobo Bongo’.
Extending his support to the initiative, Ganguly said, “I am delighted to be associated with Nerolac ‘Shera Para Shera Pujo’. Durga Puja is the biggest festival in Bengal and it is overwhelming to see the brand taking such a distinguished initiative to encourage citizens to do their bit for a plastic-free Bengal. ‘Shera Para Shera Pujo’ is indeed an intriguing campaign and Nerolac is doing a great job of bringing local communities together, thus enhancing community building with it.”
Speaking about the initiative, Kansai Nerolac Paints Ltd executive director Anuj Jain said, “Bengal continues to be close to our hearts and we enjoy a strong bond with the paint dealers and fraternity that continues to flourish year on year. Shera Para Shera Pujo provides a platform for us to deepen the brand’s connect with the people. This year, we have gone a step further with a drive to encourage reduction of single use plastic in West Bengal. Driven by our commitment to transforming lives through healthy home paints, this year’s Shera Para Shera Pujo is our way of saying “Esho Gorhi Nobo Bongo”.
“This year, our mural painting competition encourages pandals to create murals on their vision of a new Bengal. The challenge will be to bring out the artist’s imagination and zeal whereby they create a wall mural with a painting depicting a New Plastic – Biheen Bengal.”
Over the years, Kansai Nerolac has effectively engaged with its customers through the product portfolio and customer awareness campaigns promoting transformation and environmental sensitivity.
The plastic collection drive will be conducted across the state of West Bengal. To encourage plastic donation, collection bins will be placed at various locations in Kolkata, Asansol, Siliguri, Durgapur and Malda for collecting plastic articles. Additionally, bottle crushing bins will be placed at select locations. Various schools, colleges, offices and paras in these cities will be encouraged to donate plastic articles. The festive campaign – “Nerolac Shera Para Shera Pujo” will be promoted across multimedia platforms with print, radio, outdoor, digital and social media communication.