JSW Cement launched unique campaigns to celebrate the upcoming Durga Puja in Kolkata with a difference. The company unveiled Durgatinashini and Sanhati initiatives in the presence of actress Koneenica, Gautam Mukhopadhyay, Regional Head of East-JSW Cement and others graced the occasion.

Durgatinashini will be a roadshow where an unfinished Durga idol that will be travelling to different parts of Bengal and talk about the advent of the Durga Puja. The campaign will end with a fully decorated idol of Ma Durga that will be sent to a destitute village in the Sunderbans of South 24 Parganas to help the poor villagers to celebrate Puja.

Sanhati means solidarity. Every year a lot of money is spent on decoration, pandals, food and festivity. However JSW’s new initiative will be promoting and rewarding those Puja committees who have contributed for social cause like water conservation, educating the poor, cleanliness drive and so on.

Speaking at the event, Koneenica said “The initiatives are different and will be a good addition to the puja festivities. Many people are deprived from celebrating the pujas and with this initiative, they will know how it feels to enjoy the Durga Puja, pray to Ma or give Anjali”.

The actress who gave birth to a daughter few months ago is excited to spend her first Puja with her daughter. She will also be praying to the Mother Goddess and asking for her blessing.

Priyanka Dutta