Souvik Saha
: Big FM, one of India’s leading radio networks, launched the latest edition of its flagship initiative BIG Green Durga with an innovative and eco-conscious twist. At a grand press conference held at Pride Plaza, Kolkata, acclaimed actress Ishaa Saha unveiled the campaign, marking the beginning of a new era where tradition meets technology and sustainability.
This year, the campaign introduces a 3D holographic idol of Maa Durga—a first-of-its-kind initiative in the city. With no clay, no carbon, and no immersion, the digital avatar symbolizes both the grandeur of Durga Puja and the urgent need for an environmentally responsible future.
Beyond the idol, BIG Green Durga 2025 is designed as a large-scale community movement. The network’s popular RJs will visit over 50 residential complexes, colleges, and paras, encouraging eco-friendly practices and celebrating individuals who have embraced sustainable living. Adding to the celebrations, a five-day carnival at a leading mall will feature interactive sessions, RJ-led engagements, and live entertainment, amplifying the festive spirit with responsibility.
One of the highlights of the initiative is the BIG Shakti Awards, which will honor 10 women entrepreneurs working in sustainability—each symbolizing one of Maa Durga’s astras. Their stories of resilience and innovation are set to inspire the wider community.
In another unique addition, the BIG Studio @Mandap—a solar-powered live setup—will host Kolkata’s favorite RJs, along with celebrities and devotees, directly from the pandals. With this, audiences can expect an immersive festive experience, while the campaign’s sustainability message reaches a wider audience across radio, digital, and on-ground activations.
Speaking about the initiative, Sunil Kumaran, CEO, Big FM, said:
“Durga Puja is a festival of devotion as much as it is of responsibility. Through BIG Green Durga, we aim to honor Maa Durga in the most sustainable way, ensuring zero environmental impact while fostering complete community participation. It is our commitment to shaping a greener future.”
With its groundbreaking digital idol and holistic approach to sustainability, BIG Green Durga 2025 not only redefines festive celebrations but also sets a benchmark for eco-conscious innovation, proving that devotion and responsibility can go hand in hand.
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