Kolkata, 18th October: Meraqi Digital proudly unveils #AnmolKalakaar – Anmol Industries’ latest campaign, a
heartfelt initiative celebrating artists who enrich Indian culture and make it what it is.
Main Film
In West Bengal, the fervour of Durga Puja is a breathtaking spectacle. It unfurls with an unwavering devotion that
radiates from every corner, as skilled hands meticulously shape awe-inspiring idols, light men create spectacular
installations and dhakis play the dhak all around – the Durga Puja feel is unbelievable.
Yet, amidst this grandeur, one question remains: Do we truly appreciate the craftspeople behind these marvels
the recognition they deserve?
This campaign, a 3 part series with one main film focuses on paying homage to the artists behind Durga Puja:
the idol makers, dhaakis, and electricians.
Idol Makers: These skilled artisans create the magnificent idols that grace pandals and receive our devotion
during Durga Puja. Their craftsmanship brings the deities to life, capturing the essence of the festival spirituality.
Dhaakis: The rhythmic beats of the dhaak, played by these talented artists, form an integral part of the Durga
Puja experience. Their heart-thumping music creates an atmosphere of joy and celebration.
Electricians: The unsung heroes behind the breathtaking light installations that adorn the celebration. These
professionals work tirelessly to set up the intricate lighting displays that bring added magic to the festivities.
Ankit Saraf, Founder at Meraqi said, “Each day, we encounter creative masterpieces – some by famous artists, others by unsung talents. Yet, behind these works lie artists in the shadows, their remarkable journeys often unnoticed. Their creative process is Anmol, and they are treasures in their own right. We wanted to bring this
forward. This is just the first segment, we intend to span this initiative across India and bring forward stories of these unsung artists.”
“Lakhs of people visit Durga Puja pandals everyday during the 5 day period, but do we truly appreciate the artists who have made this possible by working for months? The energy and vibe of the city and the pandals is due to the Dhaakis and Lighmen! We aim to bring them to the forefront. Similarly, there are unsung artists in every state and with this campaign, we aim to increase awareness about these incredible artists.“ added Snehja Sanganeria, Co-Founder at Meraqi about the campaign.
Aman Choudhary, Executive Director – Marketing and Innovation of Anmol Industries, expressed the company's
excitement about the campaign, saying, "Art and culture are the essence of our nation, and we want to ensure
that the gifted individuals who contribute to these traditions are acknowledged and celebrated. The
#AnmolKalakaar campaign is a platform that uplifts the extraordinary artists and craftspeople who form the
foundation of our heritage.
Rajan Makani, VP – Marketing, Anmol Industries, while talking about the campaign said, “The heart and soul of
our nation lie in its art and culture. We aim to ensure that the talented individuals who enrich these traditions are
recognized and honoured. The #AnmolKalakaar initiative serves as a platform that uplifts the remarkable artists
and artisans who constitute the bedrock of our heritage.”
The campaign invites the public to share their appreciation for these artists using #AnmolKalakaar on social
media, and bring them the respect that they deserve. Anmol Industries and Meraqi Digital are committed to sharing the stories of these exceptional individuals and are
determined to continue their work to honour and celebrate the artists and craftspeople across India.
Our first segment includes a four part film series, with one campaign film and three shorts showcasing the artists
and their views.
Here’s where you can watch them:
Main Film: https://www.youtube.com/watch?v=y6geTDOR6bQ
Episode 1: https://www.youtube.com/shorts/GBEv25CHcRc
Episode 2: https://www.youtube.com/shorts/cEXwuoyN1W8
Episode 3: https://youtube.com/shorts/HnvzAp_emVc?si=mXkNr4z6fBCdZ7tb
For more on the #AnmolKalakaar campaign, visit – https://www.anmolindustries.com/anmol-kalakaar/
Credits
Agency – Meraqi Digital
Agency Creative – Nishkarsh Sachdeva
Account Manager – Vasudha Kedia
Agency Producers – Snehja Sanganeria and Ankit Saraf
Client Team: Aman Choudhary, Rajan Makani and Yash Gudiyal
Production House – Ice Media Lab
Producers – Debojit Saha , Ambarish Majumdar, Anirban Ajoy Das
Director – Anitirtha Mustafi
Creative Director – Pinaki Shoukalin Ghosh
Associate Producer – Trisha Biswas
About Meraqi Digital
Meraqi is an independent digital marketing consultancy in Kolkata, co-founded by Ankit Saraf and Snehja Sanganeria in 2016. From a team of 2, it has grown to 39 members, becoming a leading East India agency. Their services include strategic consulting, graphic design, marketing communication, content production, and influencer engagement. They also offer a presentation design service, Design My Slides. In just over 5 years, Meraqi has built a portfolio with clients in sectors like Real Estate, FnB, Healthcare, and FMCG, working with brands like RP Sanjiv Goenka Group, WOW! Momo Group, Emami Group, JK Spices, Hyatt Regency, and more.
About Anmol Industries
Anmol Industries Limited is a packaged food company, majorly focusing on biscuits, cakes and cookies. They have a strong presence in Northern and Eastern India and are currently making progressive efforts to establish footprints in the Southern and Western parts as well. Since 1994, they have successfully leveraged their established brand presence, strategic supply chain, diversified product portfolio and consequent value proposition for consumers to reach maximum households.
Ankit Saraf, Founder, Meraqi, an independent digital marketing consultancy and service providing agency. He holds a Masters in Advertising and Design from the University of Leeds, where he also lectured, and has more than 9+ years of experience working with leading marketing agencies in London and International brands. Ankit brings in technical knowledge and skills at Meraqi. His role here comprises branding projects, new business acquisition, analytics, technical development and consulting on digital transformation amongst other day to day activities.
Ankit has helped multiple local and national brands solve issues they have been facing and helping them grow digitally. He goes to the core of the problem and truly helps brand digitally transform from the ground up. He has worked for global clients like Budweiser, AB InBev Global, Sainsbury’s, Procter and Gamble, Olay, Bally, Total Gas and the British Red Cross, to name a few. And local and national clients like Anmol Industries, RP-Sanjiv Goenka Group, OK Play Toys, Srijan Realty, PC Chandra Jewellers among others.
His idea behind leaving a job in London and start his own, was to bring in international culture to his hometown, where he could stay with his family as well. With the current format of the agency, there is barely any free time, but in his free time Ankit helps other startups, spends his time with DIY work, has been into carpentry and electronics since school, and gardening is a new hobby he has picked up recently.
Snehja Sanganeria, Co-Founder of Meraqi, is a graduate from University of Leeds in International Business and Cass Business School in Marketing Strategy. She joined the team at Meraqi in the year 2016 and has till date worked on more than 70+ brands. Her role here consists of Content Marketing, Strategy, Social Media Marketing and Paid Advertising along with management of day-to-day activities. She studies her brands from the core and understands their consumers well to be able to market the brand products and services effectively. In Meraqi, she has worked with brands like Anmol Industries, RP-Sanjiv Goenka Group, OK Play Toys, Srijan Realty, PC Chandra Jewellers among others.
Sneha holds strong entrepreneurial skills from a young age and had also ventured into business at the age of 21 by starting a company with her classmates whilst studying in London. Having worked at companies like Greystar Europe Holdings and Columbia Threadneedle Asset Management, she was never interested in working for a corporation in another country.
She wanted to bring back her international exposure and help Indian companies compete at par with international competitors. In the 5 years of working with multiple brands in Meraqi, she has adept knowledge of gaining trust of multiple clients over the years to depend on her for the same. In her free time, she tries to increase her knowledge and skills about the digital world, reads books, helps her family business and watches Netflix shows.
