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Aashirvaad Atta Launches ‘Durgotinashinir Shondhane’ Campaign to Celebrate the Strength and Role of Mothers During Durga Puja

This Durga Puja, ITC’s Aashirvaad Atta has introduced an inspiring campaign titled ‘Durgotinashinir Shondhane’, celebrating the unwavering strength and role of mothers as nourishers and protectors of their families. The campaign draws parallels between the relentless dedication of mothers and the divine qualities of Ma Durga, who is revered as an embodiment of ‘onek roop, onek energy’ – many forms and energies.

In this unique initiative, Aashirvaad Atta has crafted a one-of-a-kind consumer engagement experience at the Baghbazar Sarbojonin Durga Puja Pandal. Mothers are invited to take part in an interactive activity where they rotate traditional chakkis (grinding stones), symbolizing their daily efforts in nourishing their children. As the mothers grind, kinetic energy is generated, powering a massive LED screen that illustrates Ma Durga defeating Mahishasur, the bull-headed demon. Each turn of the grinding stone signifies the strength of a mother and her ability to overcome challenges, much like the goddess herself.

Adding a cause-driven dimension to the campaign, Aashirvaad Atta has partnered with the local NGO Shoishob, which supports underprivileged children. For every round of participation by the mothers in the Chakki-rotation activity, 4 kilograms of Aashirvaad Atta will be donated to Shoishob, supporting their mission to fulfill the nutritional needs of children in disadvantaged communities.

Mr. Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd, shared his thoughts on the campaign: “Each year, we partake in Durga Puja celebrations with the aim of making a meaningful impact in the lives of people. The ‘Durgotinashinir Shondhane’ campaign is a tribute to the indomitable strength of mothers, who embody the qualities of Ma Durga as protectors, providers, and nurturers. We take immense pride in celebrating the spirit of every mother who is a true Durgotinasini—the force that conquers all adversities.”

Present at the inauguration of the campaign was popular actress Sandipta Sen, who expressed her delight in being part of the initiative. “It’s a privilege to be associated with the ‘Durgotinashinir Shondhane’ campaign by Aashirvaad Atta. This campaign deeply resonates with all women, recognizing the incredible power that mothers hold in shaping the future of their children. It’s heartening to see a brand acknowledging and celebrating the crucial role mothers play, and I’m honoured to be part of it,” said Sen.

This Durga Puja, Aashirvaad Atta’s ‘Durgotinashinir Shondhane’ campaign is set to leave a lasting impact by not only honoring mothers but also contributing to the well-being of underprivileged children, making this festive season even more meaningful.

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Written by Souvik Saha

Discover the mind behind Cine Kolkata – Souvik Saha, an innovative entrepreneur and editor. With a passion for authentic news, he's the driving force behind Cine Kolkata's captivating film, atoz entertainment, sports, and lifestyle coverage. Souvik also heads Cine Digital, a digital marketing agency, expanding his impact across the digital realm.

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