ITC’s Aashirvaad Atta launched its Durga Puja campaign ‘Eta Amaar Maa’ to celebrate the ‘Onek Roop – Onek Shakti’ of a mother ahead of Durga Puja. The initiative was undertaken by Aashirvaad aimed at providing the people of Kolkata a platform to pay tributes to their multi-faceted mothers.

The campaign received more than 15000 unique stories from across the region. Some of these heartfelt renditions were compiled in a coffee table book named Eta Amaar Maa which was launched on October 11 in Baghbazaar Pandal by actor Basabdatta Chatterjee. Physical copies of the book are available at 500+ popular restaurants across the city. The Digital version can be downloaded from aashirvaadatta.com/durgapuja

The coffee table book consists of select 108 stories symbolizing 108 names of Maa Durga complemented by beautiful renditions of the avatars by students from renowned art colleges of Kolkata. These stories encompass myriad emotions like awe, gratitude, love, and appreciation for mothers and add to the festivities by celebrating the goddesses at our homes. The book also features personally written odes from 9 eminent celebrities of West Bengal including author Shirshendu Mukhopadhyay, vocalist Rupankar Bagchi, lyricist & poet Srijato, actors Parambrata Chatterjee, Sudipta Chakraborty, Trina Saha, Sohini Sarkar, Koneenica Banerjee, and Rahul.

Aashirvaad partnered with Baghbazaar Pandal-one of the oldest pandals in the city. Aashirvaad zone at the pandal was a hub of activities wherein people could walk in and write their tributes for their mothers on beautifully illustrated postcards, get their pictures clicked in the photo-op zones against life-size cutout of Ma Durga and participate in Dhunuchi dance. Aashirvaad also partnered with old age homes-Bidhan Ananda Ashram and Shanti Nilay Welfare Society like last year, to ensure the celebrations are inclusive and enjoyed by everyone irrespective of the constraints of the ongoing pandemic.