Anmol Biscuits’ Pujo Film Puts Sound Before Sight

Anmol Biscuits has stepped away from the loud, visual template of Durga Puja advertising. Its new film, Ami Pujo Shuni, follows Nirmal, a visually impaired man, as he moves through the festival with his ears, his memory and the people around him. Created by Meraqi Digital, the film extends the brand’s Har Pal Anmol platform and puts sensory experience ahead of spectacle.

01 · What the film does

Nirmal catches Mahalaya on the radio, spends time with his friend Bishu, and gathers the festival through familiar sounds, scents and small interactions. The storytelling deliberately avoids leaning on what we see, an unusual creative constraint in a category that usually celebrates pandals, dhak and crowds.

“Every celebration comes with its own challenges for different people, but the joy of being part of it belongs to everyone,” said Aman Choudhary, executive director – marketing, Anmol Industries. “With this film, we wanted to tell a story that celebrates this shared feeling.”

02 · Why the creative choice matters

Festive advertising in India is crowded and visually noisy. Most brands reach for the same feast of lights, colours and celebrity faces. Anmol’s film flips the lens: it asks audiences to experience Pujo through Nirmal’s perspective, turning inclusion from a cause message into a universal feeling of belonging. That positioning keeps the brand warm without making disability the central appeal.

Abhishek Kumar, marketing head, Anmol Industries, framed the insight around everyday rituals: “We often take the simplest joys for granted, a familiar voice, a friend by our side, or sharing a packet of biscuits.” The product appears as part of a small shared moment, not as the hero.

03 · What brand leaders can borrow

• Start with one specific lived experience instead of a festival montage.
• Use sound, scent and familiar voices to build the world.
• Place the product inside a small shared ritual.
• Let inclusion feel like shared joy, not a plea.

For CMOs, the film is a reminder that distinctiveness often comes from restraint. The Meraqi team said the challenge was to bring Nirmal’s world to life without relying on what we see, and they explored how sounds and small connections could carry the warmth of Pujo. That constraint is what makes the story memorable.

Source: Afaqs!

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.