Kolkata, 15 October 2026: Celebrating the vibrant cultural heritage of Bengal, Ujjivan Small Finance Bank has unveiled ‘Dhak of Bengal’, an immersive festive installation at the Sarbojanin Puja Pandal in Newtown. Open to visitors from 14 to 21 October 2026, the initiative brings the iconic sounds of Durga Puja to life through an interactive experience that blends tradition, technology and brand engagement.
Part of the bank’s Durga Puja branding campaign, ‘Dhak of Bengal’ aims to go beyond conventional advertising by offering visitors an opportunity to connect with the sounds that define Bengal’s biggest festival. The installation celebrates the cultural significance of traditional musical instruments and the festive atmosphere that brings communities together during Durga Puja.
The centrepiece of the installation is an 8 ft × 6 ft artistic Dhak, hand-painted with traditional Bengali artwork and complemented by floral decorations and warm LED lighting. Designed to attract visitors, the installation creates a vibrant festive setting while showcasing Bengal’s rich artistic and cultural traditions.
Adding an interactive dimension to the experience, the installation features four illuminated touchpoints that allow visitors to activate the traditional sounds of Dhak, Shankho, Ghanta and Kashor. Each touchpoint lights up and plays its corresponding sound, enabling visitors to engage directly with the familiar musical elements of Durga Puja through a multisensory experience.
The eight-day installation is expected to attract approximately 50 lakh visitors, providing a significant platform for cultural engagement during the festive season. Through this initiative, Ujjivan Small Finance Bank aims to create a memorable brand experience that encourages people to pause, interact and celebrate the distinctive soundscape of Bengal’s most cherished festival.
Commenting on the initiative, Lakshman Velayutham, Chief Marketing Officer of Ujjivan Small Finance Bank, said that sound plays an important role in building emotional connections and making brand experiences memorable. He highlighted that the bank’s ‘Sound of Ujjivan’ identity reflects this belief, adding that the Dhak, Shankho, Ghanta and Kashor represent more than just musical sounds—they embody the emotions, energy and togetherness associated with Durga Puja. Through ‘Dhak of Bengal’, the bank seeks to bring these familiar sounds to life in an engaging and interactive format while celebrating Bengal’s cultural heritage.
The installation also incorporates Ujjivan Small Finance Bank’s logo and brand colours across the Dhak, platform and interactive touchpoints. Complemented by festive greetings, the branding has been integrated into the overall design to create a cohesive experience that connects the bank’s brand identity with the spirit and traditions of Durga Puja.
With ‘Dhak of Bengal’, Ujjivan Small Finance Bank brings together cultural celebration and experiential branding, offering visitors to Newtown an opportunity to rediscover the sounds that make Durga Puja a uniquely memorable celebration.
