India, 15th October 2026: Tonic Worldwide has conceptualised a Durga Puja campaign for Kurlon that brings a familiar Bengali household conversation into focus, encouraging families to look beyond conventional festive upgrades and reconsider something they use every day – their mattress.
The campaign uses relatable household banter surrounding Durga Puja, connecting a familiar festive mindset with the need to prioritise comfort at home. Rather than relying solely on conventional festive messaging, the film places the brand within an everyday family conversation, making the product proposition relevant to the way people prepare for the season.
Through the campaign line, ‘Ei Pujate, Upgrade Korun, Aramei Thakun’, Kurlon encourages consumers to extend their festive upgrade plans to their mattresses, reinforcing the role of everyday comfort in the larger experience of home and family.
By building the creative around a familiar aspect of Bengali household life, the film connects Kurlon’s proposition with the anticipation of Puja while giving an often-overlooked household essential a place in the festive conversation.
