With the introduction of Shurokkha Dwar (The Gate of Safety), Eveready Industries India Limited took a bold move to guarantee that women took part in and celebrate Durga Pujo. The company launched a first-of-its-kind campaign to establish Eveready Siren as a reliable companion for women during this year’s celebration by installing unique women-only access gates at a few important Durga Puja pandals throughout South Kolkata.

The Eveready Siren Torch, with its extensive safety features, was at the center of this safety campaign. With its built-in 100 dB(A) alarm system, ladies could easily pull the chain to summon assistance in an emergency, whether they were in a remote location or navigating through crowded pandal regions.

All major pandals had two gates each year: one for VIP visitors and one for the general public. As the city honored Maa Shakti, Eveready made a trailblazing move by installing “Shurokkha Dwar” gates at prominent pandals, including Shibmandir, Babubagan, and Behala Club. These gates were only for women and represented protection, respect, and empowerment. Women, kids, and senior family members could confidently take part in Pujo celebrations thanks to these designated access points. Additionally, those who prefer to stay indoors due to a dread of crowded streets could go out this year for a safe and devoted “Protima Darshan”.

Eveready’s Shurokkha Dwar campaign was specifically designed for women who like pandal hopping but were afraid of the crowds or were concerned about the security of their elderly and young family members.

This creative safety companion turned the conventional idea of a flashlight into an empowering tool that allowed women to celebrate without fear since they knew they could get help right away if they needed it.

The Shurokkha Dwar campaign was a multi-layered campaign that included live-streamed celebrity walkthroughs, on-ground activations including selfie walls with “Amar pujo’er suraksha selfie” tagline, and a captivating teaser video. Furthermore, guests were urged to post about their Pujo experience on social media.

This year’s Durga Puja will be remembered not just for its splendor but also for making a significant contribution to making celebrations safer and more inclusive for women, thanks to Eveready’s Shurokkha Dwar.

Priyanka Dutta