Kolkata: Every year, Aashirvaad marks Durga Puja with a purposeful campaign that celebrates mothers as the true embodiment of Maa Durga’s strength and care. This year, the celebrations began with the launch of the soulful “Matri Shakti Bondona” song, created in collaboration with National Award-winning singer Iman Chakraborty.
Taking this sentiment forward, Aashirvaad extended the campaign from the digital space to Durga Puja pandals across Kolkata and other parts of West Bengal with a tech-enabled activation zone, “Matri Shakti Bondona”. Tollywood actress Priyanka Sarkar was present to inaugurate the Aashirvaad’s “Matri Shakti Bondona” kiosk at Shiv Mandir in Kolkata.
Priyanka Sarkar, said, “Collaborating with Aashirvaad on ‘Matri Shakti Bondona’ was deeply meaningful – bringing technology and tradition together to celebrate the divine strength of mothers during Durga Puja. It’s beautiful how we could create personalized tributes that honor each mother’s unique love and resilience, making every family’s celebration truly special.”
Special Aashirvaad kiosks were set up across prominent puja pandals, where tradition met technology to create a memorable and participatory experience. The experience was built on the idea that every mother is unique – her love, energy, and personality are one of a kind.
Each tribute at the kiosk was uniquely crafted through an interactive experience where families could perform traditional festive sounds – Ullu Dhwani, Shankha, and Dhaak – with their strength captured live at the kiosk.
These personal measurements of shakti, combined with personalized song as a giveaway made the celebration into something intimate, giving families a chance to honour their mothers with a keepsake that was truly their own.
By turning collective joy into personalised expression, the activation deepened the emotional resonance of Matri Shakti Bondona, reminding Pujo-goers that mothers embody the power of Maa Durga in their everyday acts of care, strength, and resilience.
