West Bengal, 8th October 2025: MOMS, the outdoor specialist unit of Madison World, executed a large-scale and high-impact OOH campaign for Shalimar Avida in West Bengal during the Durgapuja festivities – the most celebrated and widely revered festival in the region.
The campaign was rolled out across 14 key cities in West Bengal, strategically covering high-footfall areas, transit points, and prominent market locations to maximize reach and visibility. Designed to celebrate the essence of Durgapuja and its strong cultural connect, the campaign targeted audiences who use incense sticks for daily rituals, religious practices, and for creating a devotional or pleasant home environment.
The campaign featured Abir Chatterjee, one of Bengal’s most celebrated actors, whose charisma and cultural resonance instantly connect with audiences. The tagline, “অন্য কিছু চলবে না ,” created a strong emotional connect. Abir’s presence highlighted the unmatched quality of Shalimar Avida incense sticks and reinforced the brand’s cultural relevance during the most devotional time of the year, making the campaign memorable and relatable for Bengali households.
Shalimar Spokes Person said, “Durgapuja was the perfect occasion to showcase Shalimar Avida’s purity and quality. By blending Abir Chatterjee’s strong regional appeal with MOMS’ deep expertise in planning and executing high-impact outdoor campaigns, we were able to engage audiences across Bengal in a meaningful and memorable way by which “Shalimar Avida has become most important part of Bengalis and to make this journey successful, it was by collaboration with MOMS OOH who have made Shalimar Avida make this happen.”
MOMS is a part of Madison World, India’s largest homegrown communication agency established in 1988. Madison World operates several specialized brands in the OOH space including Platinum Outdoor, activation specialist Madison TURNT, rural specialist Anugrah Madison, and retail specialist MRP. Madison World, through its 11 units, served over 500 advertisers last year. MOMS handles blue chip clients like Asian Paints, Raymond, Pidilite, Maruti Suzuki, Mcdonalds, Bajaj, Caltex, Pepsico, ITC and several others.
