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Durgas of Craft | Durga Puja 2024
Campaign: Durgas of Craft | Durga Puja 2024
Client: Craft Coffee
The Idea:
Durga Puja is more than a festival—it’s a celebration of strength, femininity, and the everyday
power of the women around us. For Durga Puja 2024, Craft Coffee chose to look inward, finding
inspiration not in goddesses on pedestals, but in the women who power the brand every single
day.
Durgas of Craft was a heartfelt tribute to the female employees of Craft Coffee. From baristas to
team leaders, each woman was asked a few simple, profound questions: What does it mean to
be Durga? Who is the Durga in your life? How do you celebrate this time of year?
The result was a deeply personal, honest, and moving series that put real voices at the center of
the narrative. No scripts. No actors. Just women telling their stories—in their own words, in their
own spaces, with the quiet power that defines them.
For Craft Coffee, this campaign was about honoring the women behind the counter—those who
brew strength into every cup.
For us at Projecsia, it was about capturing Pujo not through spectacle, but through soul.
This one wasn’t crafted for attention. It was crafted with intention.