Kolkata

Corporate houses are increasingly using Durga Puja in West Bengal as a platform to engage with consumers and local communities, blending brand promotion with heritage conservation, artisan support, cultural storytelling and public services.

From reviving traditional Bengali toys using modern technology to restoring ancestral homes, from upgrading artisans' workshops to setting up rest spaces for pandal-hoppers, companies have rolled out a range of initiatives this festive season, seeking to connect their brands with the cultural identity of Bengal.

"Durga Puja offers corporates a unique opportunity to balance brand visibility with a meaningful contribution to Bengal’s cultural heritage. For brands, it is a powerful platform to connect with consumers at an emotional level, given the festival’s deep-rooted place in people’s lives," said Amit Mitra, Executive Vice President of advertising firm Pioneer Publicity Corporation.

The most successful engagements are those where brand objectives and cultural preservation go hand in hand, allowing companies to build stronger consumer connections while contributing to the spirit and sustainability of the festival, Mitra said.

Eveready Industries India Ltd has introduced limited-edition remote-controlled versions of traditional Bengali toys, including terracotta horses, Bengal owls and Raja-Rani dolls, in an initiative involving 18 artisans.

The company has integrated its batteries into the traditional clay and wooden toys, aiming to familiarise younger generations with indigenous crafts while supporting the artisans who make them.

JSW Dulux, through the third edition of its 'Let's Colour' initiative, has helped restore the nearly 250-year-old Kundu Bari in Kolkata, a family-owned heritage home where generations continue to celebrate Durga Puja. The restoration covered walls, courtyards and the traditional "Thakur Dalan" where idols are placed, with alpana artwork incorporated into the renewed spaces.

Polycab India Ltd has focused on the artisans whose work forms the foundation of the festival. In collaboration with radio jockey Praveen, the company undertook an electrical upgrade of the workshop of late idol-maker Bablu Pal, supporting his wife Polly Pal in preserving the family's artistic legacy. The intervention included new wiring, switchgear, lighting, fans and switches.

Food brand Fortune has adopted a heritage-led approach, creating a Rajbari-inspired installation at Deshapriya Park using more than 3,000 jars and product packs. The installation recreates the architectural features of Bengal's traditional aristocratic homes.

At Badamtala Ashar Sangha, the brand has also created a mural tunnel using everyday food ingredients such as rice, lentils, flattened rice and soya nuggets to depict familiar Puja rituals, including listening to Mahalaya, Kolabou Snan, Ashtami Anjali, bhog and Sindur Khela. Its campaign also includes community-focused activities for underserved sections under the banner of 'Fortune Sobar Pujo'.

Healthcare services have also found a place in this year's corporate outreach. Star Health and Allied Insurance has set up three 'Bishram Grih' facilities at two Kolkata pandals and one in Durgapur, offering visitors seating, refreshments and a technology-enabled facial scan providing indicative information on select health parameters. The facilities are available from October 16 to 20.

The initiatives reflect the varied ways in which companies are associating themselves with Bengal's biggest festival, using its reach and cultural significance to create consumer experiences while highlighting traditional crafts, community participation and the people behind the celebrations.

Manipal Hospitals said it aims to strengthen its community outreach and emergency preparedness during Durga Puja through health awareness sessions for senior citizens on heart attacks and strokes, and its ‘One Scan Can Save a Life’ initiative, which uses QR codes to help people seek ambulance assistance during emergencies.

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The hospital officials said it had deployed 15 ambulances equipped with paramedics to assist in the emergency response following the Chorbagan stampede incident, which left 19 people dead and several others injured.