MUMBAI: This Durga Puja, ITC’s Aashirvaad Atta has launched a campaign, ‘Durgotinashinir Shondhane’ which celebrates the strength of mothers and acknowledging their role as nourishers for their children. Mothers are a powerful force much like Ma Durga herself where she is an embodiment of ‘Onek roop, onek energy’. This campaign has been designed to bring forth the role mothers play in nourishing and nurturing her children and family.
Aashirvaad Atta, has curated a consumer engagement experience at the Baghbazar Sarbojonin Durga Puja Pandal. Mothers are invited to participate in an activity where they will rotate traditional chakkis (grinding stones), generating kinetic energy in the process that will bring alive a huge LED screen. The screen lights up, with Ma Durga drawing energy from the mothers and defeating Mahishasur – the bull-headed demon. Each round of grinding represents the relentless efforts of mothers in ensuring the well-being of their children, reinforcing the idea that mothers are the true incarnations of Ma Durga, the Durgotinasini—the force that overcomes all challenges.
As part of this cause-driven initiative, Aashirvaad Atta has also partnered with local NGO Shoishob, which supports under-privileged children. For each round of participation by the mothers in the Chakki-rotation process, 4 kgs of Atta will be donated to Shoishob, supporting their quest to fulfil the nutritional needs of children in underprivileged communities.
Anuj Rustagi, COO, Staples and Adjacencies, ITC said, “Each year we partake in Durga Puja celebration with an objective to make a difference in people’s lives in a meaningful way. This year, ‘Durgotinashinir Shondhane’ campaign is a tribute to the unwavering strength of mothers, who embody the same qualities of Ma Durga as protectors, providers, and nurturers. We take great pride in celebrating the undying spirit of every mother who are the ultimate nourishers”.
Present at the inauguration of the campaign, actress Sandipta Sen said, “It’s a privilege to be part of the ‘Durgotinashinir Shondhane’ campaign by Aashirvaad Atta. This campaign resonates deeply with all women recognising the extraordinary power mothers hold in nourishing and shaping their children’s’ future. It’s inspiring to see a brand acknowledging and celebrating the critical role mothers play and I’m honoured to be a part of it.”
