Coca-Cola India has launched ‘LaalMejhe’, a cultural initiative aimed at reviving Kolkata’s traditional adda culture during Durga Puja, recreating familiar neighbourhood gathering spaces where people can connect through conversations and shared experiences.
Inspired by the courtyards, verandas and red oxide floors that have historically served as informal meeting places, the initiative seeks to bring back the spirit of unhurried conversations amid the city’s evolving urban landscape and festive bustle.
While pandal hopping, food and celebrations remain central to Durga Puja, the initiative highlights spontaneous gatherings among friends, families and acquaintances as an integral part of Kolkata’s cultural identity. Designated LaalMejhe spaces will offer people opportunities to reconnect with the tradition during the festivities.
Karthik Subramanian, senior director of marketing at Coca-Cola TM India and Southwest Asia, said the initiative was designed to create opportunities for people to pause, reconnect with their culture and communities, and preserve the tradition of adda.
Sukesh Nayak, group chief creative officer at Ogilvy India, said the traditional red oxide floors had historically hosted conversations ranging from politics and football to personal relationships and heated debates.
A dedicated microsite, https://www.coke2home.com/lal-mejhe/, also allows people to reserve their preferred locations and timings for group gatherings.
Through the campaign, Coca-Cola aims to celebrate Kolkata’s cultural heritage by bringing traditional social spaces back into the Durga Puja experience.