Amstel Grande Packaged Drinking Water Celebrates the Friendships That Make Every Adda Special
Amstel Grande Packaged Drinking Water’s #AmstelAdda campaign, featuring Parambrata Chatterjee, turns Kolkata’s cherished friendship stories and favourite hangout spots into a citywide celebration.
Amstel Grande Packaged Drinking Water celebrated the bonds between friends this festive season, by organising a contest to give consumers a chance to showcase their adda, their story behind that adda, and lucky winners got a chance to get featured on the big hoardings across Kolkata.
The campaign, featuring actor Parambrata Chatterjee, invited squads across Kolkata to share photographs and stories of their favourite adda spots. Drawing on Parambrata’s own nostalgic memories of friendships and familiar meeting places, the initiative struck a chord with the city’s love for conversations, shared laughter and the comfort of being among one’s own.
From Personal Memories to a Citywide Celebration
From the lanes of North Kolkata to the parks, lakesides, tea stalls and riverside ghats of the city, the campaign celebrated how ordinary places become extraordinary when they hold years of friendship. Ten influencers, including Saikat Dey, Riaz Laskar and Subhadeep Guha, brought this emotion alive by revisiting their adda spots with friends and sharing candid stories. Rabindra Sarovar, Maidan, Bagbazar Ghat, Prinsep Ghat, Patuli Jheel and Nandan were among the locations featured.
Friendships Find Their Moment in the Spotlight
Two squads emerged as winners: Abhishek Ghosh, Arka and Meghali, whose favourite adda spot is Deshapriya Park, and Craig D’Souza, Dylan and Lorenzo, who cherish their time together at a cafe on Southern Avenue. Parambrata met both groups in person, sharing conversations about the memories and friendships behind their chosen spots.
With the winning squads being featured on billboards across Kolkata, their stories are becoming part of the city’s landscape. More than a campaign, #AmstelAdda is a tribute to the friendships that make Kolkata feel like home – and a celebration of the little moments that stay with us long after the adda ends.
