Kolkata: BIG FM, has launched its much-anticipated ‘BIG Green Durga’ campaign at a press conference on September 19 at The Astor, Kolkata. Renowned actress Aparajita Adhya was announced as the campaign ambassador, kicking off this eco-friendly initiative aimed at inspiring a cleaner, greener city. She shared her strong support for the campaign and emphasized the importance of sustainability during Durga Puja, encouraging the community to participate actively.
This year’s ‘BIG Green Durga’ campaign addresses plastic pollution through a community-driven plastic collection drive. The initiative will take place in neighborhoods, colleges, and markets, with the collected plastic used to create an upcycled Durga idol, which will be donated to a government or corporate facility after the puja, symbolizing sustainability.
Additionally, the campaign features female Dhaakis, challenging traditional norms by showcasing women drummers during the festivities. It will also include Patachitra storytelling, a modern interpretation of the ancient scroll art form, narrated by a Patachitra artist and promoted through BIG FM’s platforms.
Sharing her excitement, Aparajita Adhya, shared, “I am truly honored to be part of BIG FM’s ‘BIG Green Durga’ campaign. I have always been passionate about eco-friendly practices and this initiative deeply resonates with me. Collecting plastic waste from the community and transforming it into a Durga idol is truly inspiring. This campaign goes beyond raising awareness—it is about taking meaningful action. I commend the BIG FM team for their dedication and the sponsors for supporting such an important cause. Together, let us work toward a greener, cleaner future and celebrate Durga Puja responsibly.”
Adding to it, Sunil Kumaran, COO, BIG FM, said,“At BIG FM, our philosophy has always centered around creating a positive impact through meaningful initiatives that resonate with our listeners. BIG Green Durga is a natural extension of this belief, encouraging communities to embrace sustainability while celebrating our heritage. Following the success of the past two seasons, which made significant strides in promoting eco-friendly practices, we are excited to continue the momentum with the third season of BIG Green Durga. We are also proud to have Aparajita Adhya as the face of this year’s campaign, along with the support of our esteemed sponsors, who have all come together to make this initiative a success.”
Each year, the BIG Green Durga campaign selects a prominent figure to embody the spirit of ‘Shakti.’ Previous ambassadors include Rituparna Sengupta and Priyanka Sarkar. This year, with Aparajita Adhya, BIG FM aims to raise awareness and encourage communities to engage in eco-friendly initiatives. The campaign will culminate in a grand Durga Puja celebration from October 9 to 13 at the Kund Area, Salt Lake City Centre, a vibrant cultural hub in Kolkata. A highlight of the festivities will be an upcycled Durga idol, symbolizing the campaign’s commitment to sustainability.
Major sponsors supporting the campaign include Meghbela Broadband as the Presenting Sponsor, Bosumati Basmati Rice as Co-Powered by Sponsor, and Magic Moments Verve Music Studio as the Celebration Partner. XUV 400 is the Driven By Partner, while Suzuki Avenis serves as the Ride Partner. Additional support comes from Associate Sponsors Duta Guro Masala, Senco Gold and Diamonds, Titan Eye+, and Damro. The Astor is the Hospitality Partner, with Irus and Image Eyewear as Gift Partners, and Shalimar Avida Agarbatti as the Prayer Partner, alongside Allen Healthcare as the Skincare Partner.
The event provided sponsors and partners a platform to discuss their contributions to the campaign, followed by an interactive session focused on sustainability and community-driven change.
