Kolkata: Aashirvaad Atta from ITC Ltd. created a unique record for ‘India’s Largest Digital Picture Mosaic of Maa Durga’ in the Indian Book of Records with overwhelming participation from 16,772 participants.
In continuation of its endeavor to celebrate the multifaceted woman and her vitality, Aashirvaad Atta extended its campaign ‘Eta Amaar Maa’ to launch ‘Amaar Ma, Amaar Durga’, for Durga Puja this year.
The campaign, ‘Amaar Ma, Amaar Durga’ aimed at celebrating the multiple avatars and the relentless energy of women and was brought to life through a myriad of activities during Durga Puja. Among the many activities, the one which received an overwhelming response and saw enthusiastic participation was the installation depicting modern connotations of a woman’s strengths and her abilities to multitask, set-up at photo-booths at popular Kolkata pandals of Bagh Bazar, Singhee Park, Dumdum Park and Barisha Club.
Even on social media, encouraging participation was received with over 2000+ participants sending their pictures from the comforts of their homes. To further ensure the safety of devotees at large, whilst enabling wider, inclusive participation, Aashirvaad set-up photo-opportunity zones across select Resident Welfare Associations in Kolkata and brought the celebrations closer home.
An ITC spokesperson said, “Aashirvaad Atta understands the significance of Durga Puja celebrations for the people of Kolkata. Through a gamut of interesting activities that united people across Kolkata in spirit, be it at the pandals, RWAs, old age homes et al. we were able to keep the festive spirit alive in our unique manner, as intended. A heartfelt thank you to the Kolkatans who helped us in making the celebrations a huge success. Special mention to all the people who came forward to celebrate the multifaceted avatars of the homemakers and in the process, ensuring we create yet another unique record in the India Book of Records.”
The mega campaign received 16,750+photo entries which were stitched together to form an 8ft x 12ft digital mosaic of Maa Durga, in real time over a period of 5 days.