Smart Bazaar is one of India’s largest affordable supermarket chains, with a crucial part of its target audience being the Bengali community. For over 500 years, they have been celebrating Pujo together, worshipping idols of Goddess Durga at pandals (festival grounds).

Every year, during this 10-day festival, idols of Goddess Durga are venerated in honour of her victory over evil. These idols hold such a special place in the festivities, that even the materials used to make them are spelt out distinctly. According to tradition, these idols must contain one essential element: soil from outside brothels, given free-willingly by sex workers.

And here lies an unfortunate paradox. The soil from outside a sex worker’s home is a pre-requisite for making the sacred idol. But, sex workers themselves are kept away from the celebrations to maintain the sanctity of the festival.

We highlighted this unfair practice in a sensitive, yet evocative manner. And the result was - a 500 year old ethos being shaken - for the first time in history sex workers were asked the second question - “Will you join us?” 

The Second Question has reached over 16.5 million people around the world. It received an outpouring of support on social media, even trending organically on Twitter. Thought leaders praised the film’s sensitive storytelling which brought home the message of inclusive celebrations. 

A message that soon became a reality, for in 2022, for the first time in 500 years, religious bodies actually invited sex workers to be a part of Pujo celebrations at pandals (festival grounds).

The extraordinary impact has also translated into greater brand love, sharp increase in store footfall, and record sales. SMART Bazaar’s social media handles saw a 600% increase in engagement, stores in West Bengal; the Indian state where Pujo is widely celebrated saw a two-fold increase in footfall while showing a 48% increase in sales.