MUMBAI: This Durga Pujo, ABP Ananda, a Bengali news channel, has launched its campaign ‘Celebrate the Durgas’. The initiative honours everyday women who embody the strength, courage and resilience of Maa Durga, celebrating their role in overcoming life’s challenges with grace and determination. Under the campaign tagline “Durga Pujo Maane Durgader Pujo” (Celebrate not just Durga Pujo, but all women who embody goddess Durga’s strength and power). ABP Ananda seeks to redefine the festival by celebrating the contributions of these real-life heroines.
In a city that has recently faced challenges prompting reflection on women’s safety and empowerment, the campaign is dedicated to everyday women who, like the Goddess Durga, fight unseen and uncelebrated battles. By highlighting the urgent need for societal change, the campaign looks to reminds viewers that Maa Durga’s legacy lives on in every woman who stands against injustice and navigates life’s challenges fearlessly. By recognising these women as ‘Everyday Durgas’, ABP Ananda aims to inspire viewers to celebrate the goddess and reflect on the strength and resilience of women in their communities.
While the campaign is at the heart of this year’s ABP Ananda Sharad Ananda programming, it also features new and existing content that captures the essence of the festival. From stories to light-hearted moments, the programming aims to offer something for everyone, while remaining sensitive to current times. This year’s ABP Ananda Sharad Ananda is presented by Dear Government Lotteries, Fortune Refined Soyabean Oil, Tata Motors Winger, Jac Olivol, Nirma Beauty Soap, DavaIndia, Havells & Llyod; Co-powered by Madhukunj Agarbatti, Sister Nivedita University, Hint, Anmol Marie Plus Biscuits, Senco Gold & Diamonds, Oshea Herbals, Suruchi Spices, Wild Stone Code; and Partnered by Priyo Gopal Bishyoi, ShalimarCoconut Oil, Big Bull E-Vehicles. Digital Partner – ABP LIVE.
Adding to the festivities, ABP Ananda’s popular reality game show, Paara e Paara e Serar Lodai 2024, has made a comeback. The 11-episode series, airing daily at 5:30 PM, features local Durga Pujo Committees from across the city competing in a fun-filled contest that celebrates community spirit. This year’s “Paara e Paara e Serar Lodai 2024” is presented by Benarasi Niketan; Co-powered by Secret Temptation and Basak Guinea Museum; Partnered by- Samata Co-operative Development Bank Ltd.; Special Partner is Manmohan Jadu Malom. The digital partner is ABP LIVE.
In addition, the channel has made a brand refresh to its Surakshar Puraskar IP as ABP Ananda Sarbojanin Purashkar, broadening its scope to include not only safety but also artistry, grandeur and the overall responsible celebration of Durga Pujo. The award, which will be given to the top Pujo Committees based on above criteria, aims to recognise the balance between creativity and community responsibility in this year’s festivities. This year’s Ananda Sarbojanin Pursashkar is Presented by Ambuja Cement; Co-Powered by– Secret Temptation, Shalimar’s Enriched Coconut Hair Oil, RR Kabel, AIS Windows & Glass, Nnoni, Sturlite; Partnered by – Duta Guromoshla, MPP Jewellers, Hero Motocorp; Digital Partner – ABP LIVE.
Through the “Celebrate the Durgas” campaign, ABP Ananda encourages viewers to reflect on the true meaning of Durga Pujo. This year, the festival honours women as the true embodiments of Maa Durga in our daily lives. By highlighting their strength and resilience, ABP Ananda explains that it aims to inspire societal change and a collective commitment to empowerment and equality.
