Last updated : December 05, 2017 6:53 pm
Numerous number of Dalda oil bottles were used to decorate the Durga idol at Ahiritola Sarbojanin Durgotsav Samiti Pandal, as part of Dalda's innovative out-of-home campaign
Talking about the campaign, Jaeraj Surve, Director, The Brand Brewery (TBB) said, “In our culture, the Lord’s shringar is one of the most important elements before a puja. During Durga Puja too, pandals put in great efforts to give the best of shringar to Ma Durga’s idol. We thought this was a great occasion to reach out to people since we all know how grand Durga Puja is in Kolkata. This was also a great way to strike an emotional chord with devotees.”
In continuing with the celebrations, TBB also came up with the idea of installing 5000 kalash made out of Dalda bottles at the Ahiritola Sarbojanin Durgotsab pandal. Traditionally, the kalash or ghata is meant to represent Goddess Durga and She is invited to stay in the kalash. This installation too had people making a beeline – some to pay their obeisance and other to look at its splendour. Jaeraj added, “Durga Puja is the time when art, culture and creativity all go hand in hand to celebrate one of the biggest festivals of the state. It is that time when people gather together and keep aside all their animosity. Through this kalash installation, we wanted to tap those sentiments and connect with them.”