One of India’s top radio stations, BIG FM, formally unveiled its eagerly awaited “BIG Green Durga” campaign. At the function, well-known actress Aparajita Adhya made her debut as the campaign’s ambassador, launching this year’s environmentally conscious campaign to encourage people to contribute to a cleaner, greener city. She disclosed the campaign’s specifics while reiterating her full support for the endeavor. Aparajita asked the community to actively participate in the campaign’s efforts and stressed the value of sustainability during Durga Puja.

This year’s “BIG Green Durga” takes a different strategy in combating plastic pollution, emphasizing recycling via a neighborhood-based plastic collection campaign. After the puja, which represents sustainability, the gathered debris will be utilized to make an upcycled Durga idol, which will be donated to a government or corporate institution. The events will take place in neighborhoods, colleges, and markets. In addition to highlighting female Dhaakis, this year’s advertising defies convention by including female drummers in the celebrations. Furthermore, a Patachitra artist will narrate the Patachitra narrative, a contemporary take on the age-old scroll-based art form, which will be enhanced through BIG FM’s channels.

Aparajita Adhya, said, “ Having been a part of BIG FM’s BIG Green Durga campaign is an absolute honor. I have always had a strong interest in environmentally responsible methods, thus I find this endeavor to be quite meaningful. It is incredibly motivating to gather plastic debris from the neighborhood and turn it into a Durga idol. This campaign aims to take significant action in addition to spreading awareness. I applaud the sponsors for their support of this vital cause and the BIG FM crew for their hard work. Let’s collaborate to create a cleaner, greener future while appropriately honoring Durga Puja”.

Every year, a well-known person is chosen by the BIG Green Durga campaign to represent the essence of “Shakti.” Past ambassadors have included Rituparna Sengupta for the first season and Priyanka Sarkar for the second. With Aparajita Adhya this year, BIG FM hopes to increase public awareness and encourage local communities to take part in the campaign’s environmentally beneficial activities. The campaign’s dramatic finale will be a lavish Durga Puja event held at Salt Lake City Centre’s Kund Area, one of Kolkata’s liveliest cultural hotspots, from October 9 to October 13. A recycled Durga idol, representing the campaign’s dedication to sustainability and ethical celebrations, will be the focal point of the events.

With this initiative, Durga Puja will surely turn into a festival of inclusivity and sustainability!

Priyanka Dutta