‘Dugga Elo’ music video campaign from Joy Personal Care


RHS Global Private Limited’s Indian skincare brand Joy Personal Care launches a new campaign during the festive season and Durga Pujo in West Bengal. As part of the campaign, the brand has released a popular, best music video, ‘Dugga Elo’ featuring 10 popular Bengali celebrities, capturing the glorious moments of the celebration of Durga Pujo in Bengal.

Hero Priyanka Sarkar captures these moments through camera lenses as he travels across the city. The celebrities involved in the video, Swastika Dutta, Adrija Roy Monami Ghosh, Antasheela Ghosh, Roshni Bhattacharya, Rittika Sen, Sandipta Sen, Trina Saha, and Bibriti Chatterjee are engaged in the preparations for the festival as the heroes capture their happy moments. Akriti Kakkar has provided the sound of the track, which has created a cheerful mood for Pujo in Bengal as it has made the audience emotional.

Although the celebrations this year will be distributed due to global pandemic and security concerns, the brand aims to keep the spirit alive and create a festive mood by including its audience across media channels. The campaign song will be played on the radio, television, OTT platforms, and social media platforms of SVF Brands. Also, the brand will run an exciting dance challenge based on the hook step in the music video through the Instagram profiles of 10 celebrities featured in the video. The brand will satisfy the top 50 entries with exclusive product hampers. The brand aims to reach more than 5 million people in West Bengal through this campaign.

Joy Personal Care Chairman Sunil Agarwal said, “Durga Pujo in West Bengal is usually full of youthful energy and vibrant festivities. Although the festivals are fading this season, our recently launched campaign will showcase the festive spirit. Celebrations will be fresh from this year onwards. We hope the audience will dance. Tune in to our music video and build a deeper connection with our brand”.

The head of SVF Brands, Arindam Biswas said, “This is another successful collaboration between SVF Brands and JOy Personal Care, where the artist and team have put together an unforgettable combination to produce the Pujo song ‘Dugga Elo’.The song’s essence is to bring forward the spirit of Pujo and lift our mood of contagious dullness. An effective connection with the audience is established as the concept is carefully integrated. Needless to say, I was extremely positive about the campaign idea and its implementation. Its song and used visuals are powerful to touch the audience and give a positive message. Also, at SVFbrands, we look forward to bringing more interesting branded content with Joy Personal Care in the future”.


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