Campaigns
Trident Group brings ‘Tree of Strength’ to Durga Puja with a sustainability-led activation in Kolkata
Produced by Sakshi Advertising, the activation at Maddox Square invites visitors to plant their wishes while connecting the spirit of Pujo with nature and sustainability.
Trident Group has brought a sustainability-led brand experience to Kolkata’s Durga Puja celebrations with its ‘Tree of Strength’ activation at Maddox Square. The installation, centred on a representation of Maa Durga framed by a lush green tree, combines festive imagery with a message encouraging visitors to reflect on nature and their responsibility towards the environment.
The activation features message cards hanging from the tree, inviting visitors to share their thoughts and wishes. The concept connects the act of making a wish during Pujo with the idea of nurturing new beginnings, using the tree as a visual symbol of hope, strength and environmental consciousness.
The installation also incorporates traditional festive design elements, including decorative motifs, floral arrangements and a rangoli-inspired floor pattern. Trident Group’s branding is integrated into the structure, creating a visible presence within the festive environment without separating the brand from the cultural setting.
The initiative is part of Trident Group’s Durga Puja engagement at Maddox Square, where the brand has invited visitors to participate in an experience centred on devotion, togetherness and sustainability. The activation ran from October 16 to 18, 2026, according to the company’s public posts.
Produced by Sakshi Advertising, the execution demonstrates how an OOH activation can extend beyond conventional brand displays by creating a participatory installation rooted in the occasion. By combining a culturally relevant setting with an environmental message, the campaign brings together festive engagement, brand visibility and a sustainability-led theme.