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This Durga Puja, Bengal’s handloom and block-print traditions take center stage with Laal Paar sarees. The Coca-Cola initiative, conceptualised by Ogilvy India, celebrates the skill and legacy of the region’s artisans. Crafted by master weavers from Phulia in Nadia district, a village near Kolkata renowned worldwide for its handloom, and block-print artisans from the suburbs of Kolkata, the sarees honor the classic Laal Paar, the white-and-red attire that has been inseparable from Durga Puja festivities for generations.
Drawing inspiration from iconic motifs - the fragrant Shiuli flower, which marks the onset of Durga Puja festivities, and the fish, a symbol of prosperity, each design is hand block-printed, preserving a craft that is increasingly rare. These motifs, which embody the soul of Bengal, are brought to life on the saree, with the Coca-Cola contour bottle adding a contemporary touch to this timeless craft. The generational work of Phulia’s artisans showcases the creativity and dedication that have sustained Bengal’s textile heritage.
The sarees are made using a blend of cotton and recycled PET yarn, transforming waste into valuable products. Each piece tells the story of the artisans who bring these fabrics to life, supporting livelihoods while keeping cultural heritage vibrant and relevant in today’s world. The sarees were unveiled at Ballygunge Cultural Sharbojonin, one of Kolkata’s most traditional and renowned Pujo pandals, where club members wore them during the celebrations. They were also presented as gifts to esteemed members of the West Bengal Ministry of Culture.
Karthik Subramanian, Senior Director – Marketing (Coca-Cola Category), India and Southwest Asia, said, “Durga Puja is a celebration of tradition, skill, and community spirit. With the Laal Paar Sarees, we are honoring Phulia’s artisans and supporting livelihoods that extend beyond the festive season. The use of recycled PET yarn alongside cotton turns each saree into a symbol of how heritage and modern responsibility can be woven together. Coca-Cola celebrates festivals in ways that bring people together, and this initiative keeps Bengal’s craft and joy alive.”
Sujoy Roy, CCO, Ogilvy North, said, "Icon meets icon - that was the thought behind the Coke Laal Paar sari. Bengal’s red and white and Coke’s red and white are instantly recognisable on their own, but when woven together, they became something larger, something more meaningful. This one-of-a-kind sari walked into the culture and found its presence on social feeds. Sustainability met tradition, and for a moment, brand and culture became indistinguishable."
With the Laal Paar sarees, Coca-Cola puts Bengal’s handloom and block-print heritage in the spotlight, celebrating the artisans and their craft at the core of Durga Puja.
About Coca-Cola:
Coca-Cola in India is one of the country’s leading beverage companies, offering a range of high-quality and refreshing beverage options to consumers. The company, in line with its vision of ‘Beverages For Life’ offers a wide portfolio of products which includes hydration, sports, sparkling, coffee, tea, nutrition, juice and dairy based products. In India its beverage range includes Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Thums Up XForce, Charged, Fanta, Limca, Sprite, Sprite Zero, Kinley Soda, Rim Zim, Maaza, Minute Maid range of juices and Honest Tea. The Company also offers hydration beverages including Limca GlucoCharge, Smartwater, Kinley, Kinley Copper, Dasani and Bonaqua packaged drinking water. Premium products constitute Schweppes’ range and Smartwater. In addition, it offers a Costa Coffee range of tea and coffee. The Company is constantly transforming its portfolio, from reducing sugar in its drinks to bringing innovative new products to market.
The Company along with its owned bottling operations and franchise bottling partners has a strong network of close to 5 million retail outlets through which it refreshes millions of consumers across the country. It seeks to positively impact people’s lives, communities and the planet through water and packaging initiatives, sustainable agriculture and emission reductions across its value chain.
Globally together with its bottling partners, The Coca-Cola Company employs more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at www.cocacolacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.
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