With a new campaign called Borshar Sera Juti, Doctors’ Choice celebrates Bengal’s eternal romance during the monsoon season by bringing to life the traditional culinary pairing of Hilsa (Ilish) with Mustard Oil.

The cultural significance of this famous combination and the culinary customs of Bengali homes are captured in this unique campaign. For this ad, Doctors’ Choice has signed well-known actors Anirban Chakrabarti and Aparajita Adhya, who portray a typical Bangal-Ghoti pair, easily capturing the humorous charm and mutual nostalgia that come with the monsoon season in Bengali kitchens. The campaign recreates the delight of enjoying freshly prepared Ilish, the undeniable queen of the river, against the backdrop of the monsoon.

“In Bengal, Ilish and Mustard Oil are inseparable during the monsoon season, forming a timeless bond that evokes emotion, customs, and community. For many years, we have been commemorating Ilish Pokkho. With this new campaign, Doctors’ Choice is honoring not just a seasonal treat but also the enduring feelings and sense of cultural pride that go along with it. Our homage to the unbreakable connection between Hilsa and Mustard Oil is Ilish Pokkho,” said Mr. Shivam Agarwal, Head of Marketing & Strategy at Doctors’ Choice.

Borshar Shera Juti campaign is conceptualised and designed by Mr Tritirtha Chatterjee, Mr Anorghya Gangopadhyay, Mr Sandip Kayal, Mr Pathik Panja & Mr Sumit Mullick.

The Account Management has been done by Mr Indranil Mitra, Mr Niladri Malakar & Mr Rohit Chakraborty of Mullen Lowe Lintas Group. The production house is Happy Rabbit Films, and Mr Dibyendu Bose has directed this campaign.

Doctors’ Choice reaffirms its dedication to promoting Bengal’s traditions, flavors, and shared moments of delight by skillfully fusing food, culture, and emotions with the Borshar Shera Juti campaign.

Priyanka Dutta