To celebrate Jamai Sosthi, the brand partnered with Mindshaft Media to execute a culturally rooted on-ground activation that brought festive warmth and engagement directly to consumers. A vibrant mobile activation unit moved through key neighbourhoods and residential hubs, creating buzz around one of Bengal’s most cherished family celebrations.

The activation featured festive-themed display zones, interactive engagement counters, and celebratory touchpoints inspired by Jamai Sosthi traditions. Consumers were encouraged to participate in light-hearted activities, explore specially curated festive offerings, and engage with the brand in a joyful, family-oriented setting.

By taking the celebration to the streets, the activation delivered strong visibility, high participation, and an emotionally resonant brand presence during a culturally significant occasion.