Kolkata : Durga Pujo is one of West Bengal’s most celebrated festivals, bringing to the fore, the city’s rich culture and history. ITC’s Aashirvaad Atta, over the years, has participated and driven impactful campaigns under the overarching communication “Eta Amaar Maa” to recognize and celebrate the relentless energy and multiple avatars of mothers, like that of Ma Durga.
This pujo, Aashirvaad introduces Maatrishakti, a campaign aimed at
invoking the divine power of mothers. Through this Pujo-special initiative
aimed at spread joy during the festive season, Aashirvaad is harnessing energy
of mothers and converting it to electricity to light up homes in a power deficient
village.
Aashirvaad has setup a tech-enabled energy floor
at the Baghbazar Pujo Pandal.
Mothers are invited to perform the iconic Dhunuchi dance on the floor which transforms energy generated by
mothers’ dance to tangible electricity. This electricity will then be used to light up
homes in Malekanghumti village
spreading the joy of the festive season. This village is located about 120 km
away from Kolkata and home to thousands of people with little to no supply of
regular electricity. To further ensure that the residents have a reliable and
continuous source of electricity in future, the brand, as part of its
sustainability efforts, will install solar panels across the village.
Aashirvaad
Maatrishakti, a campaign focused on spreading festive joy,
enables the mothers in Kolkata to make a difference to the lives of residents
in Malekanghumti. Aashirvaad with its right amount of fiber, through this
campaign, exemplifies its commitment of celebrating the energy and dedication
of mothers.
Participants in the campaign will be honoured with
tokens of gratitude from Aashirvaad Atta, including the opportunity to embody
Maa Durga's avatar with the help of AI. Additionally, they will receive a
certificate, and a thank you
postcard for their contribution towards the people of Malekanghumti village and
a vial of sindoor.
This Pujo, join Aashirvaad in enabling real-life
mothers to be Ma Durga as they light up the lives of people with their divine
energy.
To know more and participate visit,
Venue: Baghbazar Sarbojonin Durgoutsav
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