Kolkata, 21 September 2025 :
Durga Puja, Bengal’s grandest celebration, is inseparable from the resonant beats of the dhak. The dhakis—custodians of this tradition—have for centuries infused pandals with rhythm and devotion, yet their artistry often remains under-recognised. This year, ITC Sunrise has taken a landmark step to change that narrative with the Sunrise Dhaki Utsav—a first-of-its-kind cultural initiative honouring dhakis as the very soul of Durga Puja while deepening the brand’s cultural connect with Bengal.
On Mahalaya, Sunrise inaugurated the festivities with a historic Dhaki Utsav at Kumartuli Ghat. The event brought together numerous dhakis performing in unison under the leadership of world-renowned percussionist Tanmoy Bose and legendary Padma Shri awardee Gokul Dhaki. The occasion also witnessed the launch of a specially composed Durga Puja Anthem by Sunrise, a heartfelt tribute to Bengal’s most cherished festival.
The performance at Kumartuli Ghat—cradle of idol-making and home to the sacred Mahalaya rituals of Tarpan and Chokkhudan—created a moving spectacle. The synchronised beats of the dhak echoed across the riverfront, transforming tradition into a collective cultural salute that celebrated Bengal’s artistic legacy.
Speaking on the initiative, Mr. Piyush Mishra, Business Head, ITC Spices, said:
“Durga Puja is not merely a festival; it is an emotion woven with rhythm and tradition. With Dhaki Utsav, Sunrise aims to spotlight the dhakis who define this soundscape. Witnessing so many artists perform together was an unforgettable moment, underscoring Sunrise’s commitment to preserving Bengal’s intangible cultural heritage.”
Tanmoy Bose, acclaimed percussionist, added:
“It was a privilege to lead the Dhaki Utsav. This initiative has not only given long-overdue recognition to dhakis but also created a celebration that embodies the very soul of Bengal’s Pujo spirit.”
Padma Shri Gokul Dhaki shared:
“For us dhakis, Pujo is life. To see our art honoured on such a scale, at such a sacred site, is a blessing beyond words. Sunrise has ensured that our rhythm will forever remain the pulse of Bengal’s culture.”
With this pioneering initiative, Sunrise has gone beyond creating a festive anthem—it has etched a new cultural milestone, elevating tradition, honouring artisans, and strengthening Bengal’s festive spirit.
Over the years, Sunrise has consistently championed progressive cultural initiatives—from introducing Bengal’s first woman purohit to empowering women through self-defence workshops under its Durgatinashini campaign. With the Dhaki Utsav, the brand reaffirms its commitment to celebrating Bengal’s living traditions and giving due recognition to those who sustain them.
Would you like me to make this in shorter newsroom format (like a newspaper article with a crisp headline and subheads), or keep it as a press release style with quotes and brand messaging?
