Himalaya Wellness Company marked the Bengali New Year with a citywide engagement campaign in Kolkata, culminating at Poila Parbon 2026.
Held from March 12 to March 15 at Central Park, Karunamoyee, Salt Lake Bookfair Ground, the four-day festival brought together families, artists and entrepreneurs to celebrate Bengal’s rich cultural heritage through music, food and artisanal showcases.
Citywide Activations and Campus Engagements
In the lead-up to the festival, Himalaya rolled out a 10-day experiential campaign across Kolkata, starting February 27.
Key initiatives included:
-
A branded van activation offering product demonstrations, trials and sampling
-
Engagements across leading colleges such as St. Andrew’s College and New Alipore College
-
Conversations around simple skincare routines using natural ingredients
The campaign highlighted the brand’s Dark Spots Clearing Turmeric range and Brightening Vitamin C range, aligning skincare with everyday wellness.
On-Ground Presence at Poila Parbon 2026
At the festival, Himalaya strengthened its presence through:
-
A dedicated experience stall featuring its skincare portfolio
-
Interactive consumer engagement within the festive environment
-
Sponsorship and branding support, including the fashion show segment
The initiative aimed to integrate the brand seamlessly into the cultural and community-driven atmosphere of the event.
Brand Perspective
Rajesh Krishnamurthy, Business Director – CPD, Himalaya Wellness Company, said:
“Cultural moments like Poila Boishakh present a valuable opportunity for brands to connect with consumers in authentic, community-driven settings. Through initiatives like Poila Parbon, we aim to build stronger awareness around our nature-inspired and science-backed skincare solutions while engaging meaningfully with audiences as they celebrate traditions and togetherness.”
Ragini Hariharan, Marketing Director – Beauty & Personal Care, Himalaya Wellness Company, added:
“Poila Boishakh is a time when Kolkata comes together to celebrate tradition, community, and self-expression. Through neighbourhood activations, campus engagements, and our presence at Poila Parbon, we wanted to connect with consumers in spaces where they celebrate and introduce simple skincare routines inspired by natural ingredients like Vitamin C and Turmeric.”
A Celebration of Culture and Community
The festival featured:
-
Live performances by contemporary Bengali musicians
-
An artisanal marketplace showcasing handloom textiles, terracotta and dokra crafts
-
A gastronomy pavilion with authentic Bengali cuisine and street food
-
Creative workshops and cultural activities for younger audiences
With strong footfall and diverse programming, Poila Parbon 2026 reinforced its position as a key cultural event in Kolkata’s festive calendar, blending tradition with modern expression.
Strengthening Cultural Brand Connections
Himalaya’s participation reflects a broader trend of experiential and cultural marketing, where brands engage consumers through local traditions, community events and immersive experiences.
By aligning with Poila Boishakh celebrations, the brand successfully connected skincare with culture, reinforcing its positioning around natural, accessible and everyday wellness solutions.
