Bengal’s biggest celebration, Durga Puja, would not be the same without the thunderous dhak beats. Every pandal is brought to life by the dhakis, Bengal’s traditional drummers who preserve the joyous beat and spirit of Pujo, yet their art is frequently overlooked. With Sunrise Dhaki Utsav, a unique cultural event that honors the Dhakis as the essence of Durga Puja and strengthens the brand’s strong cultural ties with the Bengali people, ITC Sunrise has made a trailblazing step this year to alter that narrative.

With a historic Sunrise Dhaki Utsav at Kumartuli Ghat, Sunrise signaled the start of Durga Puja celebrations on the auspicious day of Mahalaya. Many Dhakis joined together to perform in perfect harmony. Globally famous percussionist Tanmoy Bose led the performance, joined by Padma Shri Gokul Dhaki. In a sincere homage to Bengal’s most beloved event, they jointly unveiled a specially written Durga Puja Anthem for Sunrise.

The thunderous beats of the dhak echoed across the riverfront, creating an exhilarating atmosphere at Kumartuli Ghat. The location itself had deep significance: the birthplace of idol-making, Kumartuli, observes the holy rites of Tarpan and Chokkhudan on Mahalaya, signifying Maa Durga’s rising. The synchronized rhythm of the dhaks transcended performance against this background of commitment and creativity, becoming a collective homage to the tradition that preserves Pujo’s essence.

Sunrise has continuously supported programs that honor diversity and cultural pride over the last few years. The company has attempted to break down barriers and honor tradition in progressive ways, from introducing Bengal’s first Mahila Purohit, who conducted Durga Puja, to empowering women via basic self-defense training under the Durgatinashini campaign. Sunrise celebrates the dhaakis, whose rhythms capture the essence of Durga Puja, with this year’s historic Dhaki Utsav, marking yet another significant milestone. Sunrise, a Bengali brand, is steadfast in its dedication to conserving and honoring the state’s rich history and ageless customs while making sure that those who uphold this culture continue to be given the respect and acknowledgment they so richly deserve.

In addition to creating a joyful hymn, Sunrise has left a new cultural legacy with this unprecedented effort that honors artists, cherishes heritage, and bolsters Bengal’s lively festive spirit.

Priyanka Dutta