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Zee Bangla: Official Invite

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Zee Bangla has always celebrated womanhood in its myriad shades, inspiring viewers to script their life in a new rhythm. In the slew of Mother's Day ads that paid tribute to caring and sacrificing moms, Zee Bangla's latest film L&K Saatchi & Saatchi India, took a differentiated stance.Staying true to its brand ideology, Zee Bangla took a thought-provoking step to question an age-old custom that is still prevalent in Bengali wedding rituals. That of a mother not being allowed to attend the marriage ceremony of her son, because it is considered a 'bad omen'. Directed by Pritha Chakraborty and executed by ZEE Bangla in-house production the film opens in the groom’s house, where the girl’s parents have gone across with a wedding card to ‘officially invite’ the groom’s family. Amid the feasting and chatter and light banter, the girl’s mother prompts her husband to hand over the invite. While everyone admires the beautiful card, she hands over another small letter on behalf of the bride Aheli, to her to-be mother-in-law.When the mother-in-law reads it, she is overcome with emotion because Aheli in her letter insists that she attend the wedding, saying ‘You’ve been by Ayan’s side through all his successes in life. Now, if you are not there for our wedding, how will it be successful?’As the son now looks on with a knowing smile, one realises that he and Aheli have planned this act together. The film ends with a call to action from Zee Bangla asking viewers to shed the old this Mother’s Day and celebrate every mother's life in a new, different rhythm.
Credits Other credits

Client:

Navnita Chakraborty, Executive Vice president – programming

Jalaluddin Mondal, Senior Vice President - Marketing, ZEE Bangla & Bangla Cinema

Shravanty Roy, Vice President - Marketing, ZEE Bangla

Amrita Ray, Brand Manager – Marketing, ZEE Bangla

Susanta Banerjee, Director – Production, ZEE Bangla

Agency

CEO - Paritosh Srivastava

Atin Wahal, Executive Vice President - North & East

Sayak Sengupta, Brand Director

Swastisha Mukherjee, Brand Associate

Sudeep Basu, Brand Consultant

Aditi Laha, Copy Supervisor

Koushik Dey, Art Supervisor

Neeraj Sharma, Senior Vice President

Shivani Shah, Brand Strategy Associate

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