Kolkata, 27 September 2025:
Aashirvaad, India’s leading packaged atta brand, has once again celebrated Durga Puja with a meaningful initiative that honours mothers as the truest embodiment of Maa Durga’s strength and care. This year, the brand unveiled its special campaign ‘Matri Shakti Bondona’ with the launch of a soulful song created in collaboration with National Award-winning singer Iman Chakraborty.
Extending the celebration beyond the digital space, Aashirvaad introduced an innovative tech-enabled activation zone at prominent Durga Puja pandals across Kolkata and other towns of West Bengal. At these special kiosks, tradition met technology through an interactive experience where families could perform festive sounds such as Ullu Dhwani, Shankha, and Dhaak. The strength of each performance was captured live and transformed into a unique, personalized tribute for mothers. Families also received a customized keepsake song, turning collective joy into an intimate expression of love and gratitude.
Through this initiative, Aashirvaad reinforced the belief that every mother’s love, energy, and resilience mirrors the divine power of Maa Durga in everyday life.
Well-known Bengali actress Ms. Priyanka Sarkar, who joined the celebrations, said, “Collaborating with Aashirvaad on ‘Matri Shakti Bondona’ was deeply meaningful. Bringing technology and tradition together to celebrate the strength of mothers during Durga Puja created something truly special. Every personalized tribute beautifully captured the unique love and resilience of each mother.”
The Matri Shakti Bondona experience is live across the following Durga Puja pandals in West Bengal:
- Kolkata: Mudiali Shiv Mandir, Jodhpur Park, Salt Lake EC Block
- Howrah: Salkia Anapani
- Durgapur: Agrani
- Asansol: Apcar Garden
- Malda: United Club
- Baharampur: Nabarup Sangha
- Kharagpur: Rambabu
- Purulia: Garikhana Sarbojonin
- Burdwan: Ichlabad Kiran Sangha
- Balurghat: Avijatri
- Siliguri: Bhai Bhai Sangha
With this unique blend of devotion and innovation, Aashirvaad has once again made Durga Puja celebrations more personal and memorable, inspiring families to celebrate the divine power of mothers in new and heartfelt ways.
