Kolkata, 25th July, 2025: Doctors’ Choice, one of the most trusted edible oil brands of Eastern India, brings alive Bengal’s timeless culinary pairing of Hilsa (Ilish) with Mustard Oil during the monsoons with a new campaign, ‘Borshar Sera Juti’, thus celebrating Bengal’s eternal romance during the season.
This special campaign been conceptualized to capture the cultural essence of this iconic pairing and the gastronomic tradition of Bengali households. Popular actors Anirban Chakrabarti and Aparajita Adhya have been signed by Doctors’ Choice for this campaign, where they essay the roles of a quintessential Bangal – Ghoti couple, effortlessly performing the playful charm and shared nostalgia that accompany the monsoon season in Bengali kitchens. Set against the backdrop of the monsoon, the campaign recreates the joy of savoring freshly prepared Ilish, the undisputed ‘queen of the river’.
“In Bengal, Ilish with Mustard Oil during monsoon are inseparable, creating a timeless bond that evokes emotion, traditions and togetherness. We have been celebrating ‘Ilish Pokkho’ for quite a few years. Through this new campaign, we, at Doctors’ Choice are not only celebrating a seasonal delicacy but also the deep-rooted sentiments and cultural pride associated with it. ‘Ilish Pokkho’ is our tribute to the inseparable bond between Hilsa and Mustard Oil,” said Mr Shivam Agarwal, Head of Marketing & Strategy, Doctors’ Choice.
Borshar Shera Juti campaign conceptualised and designed by Mr Tritirtha Chatterjee, Mr Anorghya Gangopadhyay, Mr Sandip Kayal, Mr Pathik Panja & Mr Sumit Mullick while 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.
“Great stories lie in simple cultural insights. We took the Bangal – Ghoti debate and seamlessly juxtaposed it into a kitchen argument. With monsoons setting in, Doctors’ Choice celebrates not just Bengal’s favourite fish but a shared Bengali emotion. This is not just a campaign, it is a love letter to Bengal’s monsoon. Ilish and mustard oil have always been the heart of the season, and with Doctors’ Choice, we had the opportunity to bring that emotion alive in a way that’s warm, relatable, and timeless”, said Indranil Mitra, Executive Director and East Head, Mullen Lowe Lintas Group
With Borshar Shera Juti campaign, Doctors’ Choice seamlessly blends food, culture and emotions, reaffirming its commitment to celebrating Bengal’s heritage, flavours and shared moments of happiness.