Durga Pujo, the grandest celebration of Bengal, has found a digital companion this year with ZEE5 Bangla unveiling its integrated festive campaign ‘#AmarBhashaAmarGolpo’ (My Language, My Story).

The initiative aims to make Pujo entertainment more inclusive, accessible, and deeply rooted in Bengali culture through a mix of digital, on-demand, and community-driven experiences.

At the heart of the campaign lies a brand film that captures the diverse spirit of Pujo. It brings together moments like a young girl sketching Goddess Durga’s eyes, a female priest leading rituals, an electrician balancing professional duties with fatherhood, and even a festive meet-cute — all unified under the joyous spirit of the season.

As part of the celebrations, ZEE5 Bangla has introduced a Pujo Special Offer for its audiences. Using the coupon code PUJO59, subscribers can avail the monthly Bangla plan at Rs.59 instead of the regular Rs.99. The offer is designed to allow families to come together and enjoy their favourite stories during the festive season.

Additionally, from September 22 to October 2, ZEE5 Bangla is offering a free line-up of popular shows including ‘Chirodini Tumi Je Amar’, ‘Jowar Bhata’, ‘SIT’, and ‘Kone Dekha Aalo’. Alongside these, the platform is live-streaming Durga Pujo pandal rituals and rolling out 35–40 VOD specials, ensuring that sacred ceremonies can be experienced from the comfort of home.

The festive programming also saw the premiere of ‘Mahalaya – Jago Maa Jago Durga’, a traditional appointment-viewing event, now made available on-demand. According to the platform, the programme boosted subscriptions significantly, giving audiences the freedom to relive the experience at their convenience.

Taking the campaign outside digital platforms, ZEE5 Bangla is rolling out citywide branding through banners and cab wraps. The creatives highlight ‘Mrigaya – The Hunt’, a multi-starrer film and special Pujo release, along with upcoming originals such as ‘Ganoshotru’. Popular titles like ‘Abar Proloy’, ‘Bibhishon’, and ‘Bohurupi’ also feature in the outdoor creatives, paired with quirky, colloquial Pujo-themed lines to capture the festive idiom of Bengal.

The brand is also engaging with 50 residential complexes where Durga Pujo celebrations are hosted. Through partnerships with Resident Welfare Associations (RWAs), ZEE5 Bangla is bringing on-site screenings, festive activities, and the PUJO59 offer directly to apartment Pujos and neighbourhood gatherings.

Speaking about the campaign, Rusa Banerjee, Business Head, Bangla ZEE5, said, “Durga Pujo is not just a festival; it is the heartbeat of Bengal. With ‘#AmarBhashaAmarGolpo,’ we wanted to capture this living heartbeat and carry it into every home. From the PUJO59 festive offer and free TV shows to live pandal streams and community activations, every element has been designed to bring audiences closer to the essence of Pujo with Bangla ZEE5.”

Adding to this, Kartik Mahadev, Chief Marketing Officer, ZEE5 and Zee Entertainment Enterprises Limited, noted, “In a vibrant market like Bengal, Durga Pujo is when the state celebrates its culture in its richest form – through stories, music, pandal hopping, and shared moments. With ‘#AmarBhashaAmarGolpo,’ we’ve created a campaign that feels like home. It speaks to the very core of Pujo; its emotion of togetherness, nostalgia, and newness all at once.”

By blending festive offers, curated programming, live-streamed rituals, and community activations, ZEE5 Bangla’s ‘#AmarBhashaAmarGolpo’ campaign strengthens the platform’s cultural connect with audiences in Bengal. It is an effort to celebrate not just Pujo but also the storytelling traditions and shared experiences that define the festival.