TechnoSport celebrates the movement and emotion of Pujo in new campaign film

TechnoSport, India’s largest activewear brand, has unveiled a new campaign film celebrating the anticipation of Durga Pujo and the energy it brings to Kolkata’s neighbourhoods. Built around the creative thought ‘Maa Aschhe. Boshe Thaki Ki Kore?’, meaning ‘Maa is coming. How can we possibly sit still?’, the film brings the brand’s ‘Designed for Momentum’ philosophy into the preparations to welcome Maa Durga.The insight stemmed from the understanding that everyone has their own unique way of preparing for Durga Puja. We wanted to capture these diverse expressions of preparation and connect them to the different ways people move, bringing the campaign closer to the broader narrative of ‘Real Movement’.

About the campaign

In Kolkata, Pujo begins long before the celebrations. The days leading up to Maa’s arrival are filled with anticipation, excitement and an energy that rarely slows down. From early mornings to late nights, the city moves to a rhythm of its own, driven by devotion and a shared sense of purpose. TechnoSport’s campaign celebrates the collective effort and determination that bring Durga Puja to life.

The film captures this momentum through fast-paced storytelling and Bengali narration, bringing together the excitement of preparations and the joy of participation. The closing line, ‘Maa Aschhen. Cholte Thako!’, meaning ‘Maa is coming. Keep moving!’, reinforces the campaign’s central thought that every little movement contributes to something bigger.

Speaking on the campaign, Puspen Maity, Chief Executive Officer, TechnoSport, said, “Pujo holds a special place in the country, and the anticipation begins long before the celebrations. People come together, lend a hand and find joy in preparing to welcome Maa. We wanted to celebrate that shared effort with warmth and respect for the occasion. The campaign connects our ‘Designed for Momentum’ philosophy with the everyday actions that contribute to these preparations. The East is an important market for TechnoSport, and we’re excited to strengthen our connection with audiences through stories that reflect the region’s culture and community spirit.”

With 12+ exclusive brand outlets and 3000+ general trade retailers across the eastern region, TechnoSport continues to strengthen its retail presence in the region. The brand has also signed an MoU worth ₹100 crore with the Odisha government, underlining the importance of the market. The Pujo campaign builds on this expansion, reinforcing the brand’s connection with consumers through culturally relevant storytelling that celebrates the spirit of the festival.

Creative Direction: Adhip Chakravorty, Creative and Brand Studio Lead
Brand Direction: Nicholas Joseph Leen, Brand & Content Lead
Production Agency: The Content Lab