Kolkata, 25th September 2025:
Aashirvaad Atta, India’s leading packaged atta brand, has ushered in the Durga Puja festivities with the launch of its special video song “Matri Shakti Bondona – A Tribute to Mother’s Many Forms and Energy.” Sung by National Award-winning singer Iman Chakraborty, the video is a moving tribute to the indomitable spirit of mothers, drawing parallels between the divine energy of Maa Durga and the everyday strength of women who nurture, protect, and inspire.
The video takes viewers on a heartfelt visual journey—seamlessly weaving together tender moments of care from daily life with the spiritual essence of Durga Puja. From dhaak and shankha to vibrant Pujo celebrations, the film captures both tradition and modern storytelling, offering an ode to every “Maa” as a reflection of Maa Durga’s eternal power.
In a unique initiative, Aashirvaad has also launched a personalized digital experience where individuals can craft bespoke musical tributes for their mothers. Users can add their mother’s name, upload cherished photographs, and highlight her admired qualities. These elements are then blended with Iman Chakraborty’s soulful voice to create a customised video—a timeless gift celebrating every mother.
Speaking on the launch, Mr. Anuj Rustagi, BU Chief Executive – Staples, ITC Ltd., said:
“Aashirvaad has been a trusted companion to Bengali mothers, helping nourish their families for years. Durga Puja is the heartbeat of Bengal, and this year, with ‘Matri Shakti Bondona,’ we celebrate not just tradition but also the universal power of motherhood. By combining music, tradition, and technology, we’re enabling sons and daughters to offer deeply personal tributes to their mothers—making the festivities even more heartfelt.”
To amplify the celebration, Aashirvaad will showcase Matri Shakti Bondona across 13 pandals in West Bengal, including Kolkata, Howrah, Durgapur, Asansol, Malda, Bahrampur, Kharagpur, Purulia, Burdwan, Balurghat, and Siliguri.
To create your own tribute song, visit: https://aashirvaaddurgapujo.com
