Remembering Rituparno Ghosh: The ad genius who connected brands to Bengal’s soul

For those who've experienced the soothing balm of Boroline on chapped lips or cracked heels, the phrase "Bongo Jiboner Ongo" (essential part of Bengali life) resonates deeply. The man behind this iconic tagline, Rituparno Ghosh, was not only a celebrated filmmaker but also a brilliant advertising creative.

While most Bengalis in India and abroad remember him as a cultural icon for his films and the film-making fraternity recognizes him for his international film awards and 19 national awards, those in the advertising world remember him as the ad guy who'd write ads on a restaurant napkin.

At just 22, Ghosh began his career in the creative world through advertising, which served as his first major professional platform. He joined Ram Ray-led Kolkata-based ad agency Response in 1985. His work there over a decade until 1995 resulted in iconic campaigns that are still used as case studies or study material for aspiring advertising professionals.

Sumanto Chattopadhyay, a seasoned advertising veteran who has led top agencies like WPP's 82point5 Communications and Ogilvy, remembers Ghosh as someone who could come up with scripts and headlines at lightning speed.

“Once, a client briefed him at a restaurant. He immediately reached for a napkin and wrote an ad—which went on to become the foundation of quite a popular campaign in Bengal,” he said.

Chattopadhyay, who also started his career at Response India in 1990, has more memories to share.

“Rituparno once requested me to type out a script for a documentary as he himself was not very comfortable with a computer. I asked him for his manuscript. He said he would narrate the script to me. He proceeded to flawlessly narrate the script as if he were reading from a page in his mind's eye—which he probably was,” Chattopadhyay shared.

Bengali advertising in the 1980s was largely a derivative of English advertising, often relying on simple translations. Ghosh, as most of his colleague’s recollect, instead of merely translating an English ad copy, ideated and conceptualized his campaigns in Bengali.

This approach ensured that the messaging was authentic, relatable and resonated deeply with the Bengali audience.

Ghosh's most notable advertising campaigns were for Boroline, Margo and Peerless Savings. He often drew inspiration from Bengali mythology and culture for his concepts.

For Boroline, Ghosh created campaigns that linked the brand to powerful deities like Durga and Shiva. He used visuals and narratives to convey the product's effectiveness and its ability to rejuvenate the skin, much like the gods themselves.

Ghosh also conceived the Peerless Savings campaign, emphasizing the importance of saving throughout the year to enjoy during the festive season of Durga Puja. He incorporated elements of the festival's mythology and symbolism into the campaign.

Some campaigns also showcased Ghosh's subtle wit. For instance, the Margo creative featured the caption ‘Dekhte kharap, makhte bhalo’, which translates to ‘It may not look good, but it's great to use.’ This unconventional, even negative humour, was a bold choice that many creative people wouldn't dare to take for a brand.

These campaigns showcased Ghosh's creative brilliance and his ability to connect brands with the cultural and spiritual fabric of Bengali society.

The skills of conciseness, visual storytelling, and emotional engagement that Ghosh developed in advertising were seamlessly transferred to his filmmaking career.

Ghosh's advertising roots proved invaluable in his filmmaking career, where he consistently challenged cinematic norms.

His award-winning films, such as "Unishe April," "Chokher Bali," and "The Last Lear," showcased his ability to craft nuanced stories that delved into complex human emotions. Ghosh's films often explored themes of identity, sexuality, and social class, challenging traditional narratives and pushing the boundaries of Bengali cinema.

Ghosh also hosted a celebrity talk show on television called Ghosh & Co. Known for its candour and fearlessness, the show reflected Ghosh's signature style.

According to Sidhartha Roy, CEO of Response India, Ghosh was a dedicated workaholic.

“Rising early, he’d ideate, write and plan. Once he reached work, his energy would be unflagging. Joyously cooperative, he was always that willing creative ally. Response was like his home and his desk, the centre of his creations. The ten years flew by, for him and for us,” Roy said.

Roy described Ghosh as a knowledgeable perfectionist.

“His thinking and creativity were exceptional. He learned at Response, under Ram Ray's mentorship, the importance of channeling his ideas within the context of a brand and its strategy, and how to present them effectively internally and to clients. He carried this approach to his films, where he directed almost everything the props, sets, costumes … to perfection. The actors had to emote perfectly too. To demonstrate to them, he'd enact the scene himself, exactly the way he wanted it. The rest, as they say, is history," Roy recalls.