Star Cement goes big in the outdoors for Durga Puja
By Nabamita Chatterjee - September 22, 2015
Creating the world's largest Durga Idol is an idea conceptualised by Star Cement to meet the objective in an innovative way. They wanted to do something that would bring Kolkata and West Bengal in the global spotlight
![](/images/picturestory/2015-09-22/1805136131.jpg)
According to the brand, the idea was conceived with the simple objective of increasing the TOMA (top of the mind awareness) of the brand and make Star Cement a household name. The outdoor campaign communicates the message in different languages like Bengali and Hindi. Creating the world's largest Durga Idol is an idea conceptualised by Star Cement to meet the objective in an innovative way. They wanted to do something that would bring Kolkata and West Bengal in the global spotlight.
![](/images/picturestory/2015-09-22/756325557.jpg)
Speaking on the USP of the campaign and why they selected Deshapriya Park for this revelation, Sanjay Gupta CEO Star Ferro and Cement Ltd. said, "The USP of the campaign is the'World's largest Durga Idol' and we have selected Deshapriya Park for the following reasons. First, it has a big space for hosting such a huge idol and hence it has the capacity to accommodate the huge inflow of crowd expected without compromising on the safety. Second, the central location of the place and the close proximity to the various modes of transport with nearby bus stands, metro station, regular plying of autos and taxis makes commutation easy. Third, it is a very renowned Puja with a rich and strong cultural heritage and experience of organising Durga Puja for the past 77 years.â€
The campaign started with a teaser from mid of July'15, which will continue till end of Oct'15 for which multiple outdoor vendors helped the brand in making it a success.
![](/images/picturestory/2015-09-22/1156470158.jpg)
According to Star Cement, the brand faced many challenges regarding implementing the idea, where the first challenge was to find an artist who could pull off such a massive structure. There are many big permanent idols around the world but to create an idol of fibre glass makes it more challenging. They are confident that in the able hands of Mintu Paul (artist), they will be able to present a craft of marvel.
On a concluding note, Gupta mentions, "The campaign has surely increased the TOMA (top of the mind awareness) for our brand and today Star Cement has become a household name. The event is the world's biggest Durga idol but Star Cement's name has been associated with it subtly but strongly. People today recognise our brand and the recall is very high. There is a contest running whereby people have to guess the height of the idol and there have been lacs of participation which shows the interest level among them. Hence with the increase in TOMA, we believe that there will be an increased consideration for our brand.â€
![](https://www.media4growth.com/assets/img/mg4-logo.png)
Stay on top of OOH media trends
Advertisement