On the auspicious day of Poila Boishakh, PetPuraan – the Gastronomist, an NCR-based cloud kitchen, launched a unique national film on Kolkata-style Biryani as part of a larger multi-series campaign titled ‘BanglarBaireo Bangaliana’ (maintaining the Bengali legacy outside of Bengal) (Bengali New Year Day). The first in the series, this film is centered on the original Kolkata-style biryani that comes with a distinctive allure. The film intends to elicit an emotional response from Bengalis who have moved away from the state or the city of joy and miss some of their favorite foods.
The film depicts Megh, a young girl from Kolkata who has come to Delhi for her new work just before the Durga Pujo celebrations, having a sorrowful moment as she misses her family and friends for the first time during the festival. As she adjusts to her new city’s routine, she finds herself in the workplace and compromising holidays for the first time. She is so engrossed in her work that she is unable to appreciate the new outfits her mother has thoughtfully sent her.
A friend proves to be a Good Samaritan by inviting Megh to one of the few community Pujas and insisting that she join the customary BijoyaSammilani celebrations that follow the Bijoya Dasami (a get-together of friends and family after Goddess Durga is immersed).
Megh enters the gathering with trepidation since she encounters primarily new faces. The hosts quickly make her feel at ease, and the Kolkata-style biryani served at supper was the ultimate ice breaker. She’s offered her favorite Kolkata biryani, which reminds her of the excitement, fun, and festivities she remembers from her childhood in Kolkata. The film was shot against the backdrop of Sharodotsav, and the release coincides with Basanti Durga Pujo and Poila Baisakh.
The goal of this campaign was to reach out to people with a Kolkata or Bengal ancestry who miss their hometown’s comfort food. While the focus has been on Bengalis, the goal is to spread the word about Kolkata-style biryani, which is a hidden gem across the country. The campaign is timed to coincide with PetPuraan’s plans to expand across the country, including to Bengaluru and Mumbai.
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