In order to honor Bengal’s rich cultural legacy, customs, and joyous attitude, AWL Agri Business Ltd. has once again unveiled a comprehensive 360-degree Durga Puja campaign through its flagship brand Fortune. This year, Fortune has organized a number of immersive on-ground experiences, consumer engagement events, and community-led programs throughout Kolkata and West Bengal. Fortune engages with customers through meaningful holiday initiatives every year.

This year’s celebration’s high point is a magnificent Rajbari-inspired installation at the famous Deshapriya Park, which uses over 3,000 Fortune jars and product packs to create an architectural masterpiece that recreates the grandeur of Bengal’s historic Bonedi Baris, or aristocratic, noble, or wealthy ancestral homes. In addition, Fortune is commemorating individual Pujo customs through #PujoTeAmiEtaKori, presenting unique culinary art, and bringing festive joy to underprivileged areas through its signature #FortuneSobarPujo project.

In order to realize this idea, Fortune has worked with a group of talented artisans and a well-known Bengali artist to reproduce the elaborate architectural elements of ancient Rajbaris. The installation shows how commonplace household items may be used as a vehicle for creative storytelling while inviting people to feel the grandeur and nostalgia connected to Bengal’s historic homes.

Fortune has expanded the celebration of art and tradition by creating a unique mural tunnel at Badamtala Ashar Sangha, where artists have depicted some of the most beloved Durga Puja rites using common culinary components like rice, dal, poha, and soya nuggets. The murals depict well-known Bengali home occasions, such as hearing Mahalaya at dawn, Kolabou Snan, Ashtami Anjali, Bhog, and Sindur Khela. Fortune transforms common kitchen staples into potent representations of Bengal’s cultural identity through these elaborate artworks, celebrating the close relationship between food, family, and celebrations.

With its joyous consumer interaction campaign, #PujoTeAmiEtaKori, Fortune is bringing to life the idea that every ritual adds a bit more to Pujo, building on this celebration of tradition. The campaign, which is based on the realization that although everyone celebrates Durga Puja, each person’s experience is unique, highlights the little customs that make the occasion unique, such as dressing in new clothes when you wake up in Mahalaya, visiting your favorite pandals, and indulging in festive treats. Fortune invites customers to submit their treasured Pujo customs through the #PujoTeAmiEtaKori contest, celebrating the distinctive routines, memories, and experiences that unite generations and make each Pujo unique.

Fortune is hoping to expand its #FortuneSobarPujo campaign, which is based on the idea that everyone should be able to enjoy the joy of Durga Puja, in order to further deepen its interaction with communities. The project aims to make joyous occasions more accessible to people who might not otherwise be able to fully participate due to age, financial limitations, physical restrictions, or social isolation. In order to directly engage and positively touch over 3,000 children from orphanages and senior people from old age homes throughout West Bengal, Fortune plans to expand the campaign this year beyond Kolkata to Asansol and Durgapur.

In addition to these efforts, Fortune has established a notable celebratory presence around Kolkata by using large-format outdoor branding at Ultadanga and Ruby, two of the city’s busiest intersections. The branding, which spans more than 47,000 square feet, highlights Fortune’s wide range of products and increases the brand’s presence in important commuter routes during the holiday season.

Fortune hopes to strengthen its enduring relationship with customers and its dedication to being a part of their treasured festive moments by making Durga Puja more meaningful for communities throughout West Bengal through a celebration that unites Bengal’s rich heritage, artistic traditions, and spirit of inclusivity.

Priyanka Dutta