Gudichi Goshta (A Gudi Padwa Story)
The Background
Gudi Padwa in Maharashtra is a grand affair which marks the beginning of Marathi new year. This is also an occasion when the client paints its outlets across the state in the colours of its store branding.
The Objective
The festival also is an event when Chitale Dairy promotes its delicious range of Shrikhand, as the traditional dessert has a unique significance in the local culture.
Concept Write-up
After the generation of our mothers and grandmothers, Gudi Padwa is merely celebrated as the New Year. The next generation barely remembers the story or significance behind the festival or the day. Taking inspiration from this insight, Chitale Dairy’s idea for this Gudi Padwa would be to narrate the story themselves.
We built the Gudichi Goshta campaign which came from an insight that there are lore attached to the festival and bringing them to the fore would be an interesting thing to try. Thus began the effort to connect the dots and chronicling the many tales associated with the festival.
COLLATERALS
