Kolkata, 15 October 2026: Celebrating the vibrant spirit of Durga Puja, ITC’s Sunfeast Mom’s Magic Shines has unveiled its festive campaign, ‘Ei Pujo, Shine Koro!’, transforming Harish Park into what the brand describes as ‘Kolkata’s Shiniest Pujo Pandal’. The initiative celebrates the city’s creativity, festive energy and unique ways of expressing joy during Bengal’s biggest festival.
The centrepiece of the installation is a spectacular 1,200-square-foot illuminated façade inspired by Mom’s Magic Shines biscuits. Created using more than 1.7 lakh lights spanning 3,600 feet, the installation involved the efforts of over 80 local artisans, bringing the brand’s signature sugar-glazed shine to life through an immersive festive experience.
The campaign draws inspiration from Kolkata’s distinctive Durga Puja culture, where beautifully decorated pandals, festive fashion and artistic expression come together to create an atmosphere of celebration. Through the initiative, Sunfeast Mom’s Magic Shines aims to extend the idea of shine beyond its product, celebrating the individuality and festive spirit of the people of Kolkata.
As part of the campaign, the brand has also introduced the ‘Shines Spotlight Contest’, inviting people to share their festive looks on Instagram using the hashtag #ShinesSpotlight. Selected participants will get an opportunity to feature on billboards across Kolkata, taking their festive expressions from social media to the city’s streets.
The installation was inaugurated by acclaimed Indian actress Rituparna Sengupta, who highlighted the special connection between Kolkata and Durga Puja. She said the festival allows people to express themselves in their own unique ways, while every neighbourhood and pandal contributes to the city’s vibrant cultural identity.
Commenting on the campaign, Suraj Kathuria, Vice President and Head of Marketing, Biscuits, ITC Foods, said the initiative aims to celebrate the many ways Kolkata shines during Durga Puja. He noted that the Harish Park installation brings together the festive spirit of the city and the distinctive identity of Mom’s Magic Shines, while the Shines Spotlight Contest encourages people to showcase their individual festive styles.
With ‘Ei Pujo, Shine Koro!’, Sunfeast Mom’s Magic Shines brings together lights, creativity and community participation to celebrate the many expressions of Durga Puja in Kolkata, adding another dazzling attraction to the city’s festive landscape.
