National Award-winning actor, Rituparna Sengupta, and Debasis Bhattacharyya, President, Marketing, Emami Agrotech Ltd flagged off the campaign Amie Durga.

The actress made a grand entry with Lord Ganesha by her side.

The Emami Healthy & Tasty Ultra Lite Soya Bean Oil’s dedication to promoting healthy living and authentic flavors has been at the forefront of the AMIE Durga month-long promotion. By taking on the characteristics of Maa Durga, the ad urges women to embrace their inherent power, resilience, and strength.

To honor women’s empowerment and divinity, Emami Healthy & Tasty Ultra Lite Soyabean Oil created an on-the-ground and online consumer connect activation with a puja-themed canter road show.

Over 100 Paras (localities) in Kolkata and other areas of Bengal will be visited by a specially made AMIE Durga Canter, which will offer a venue for women to unite and take part in this initiative. The participating women can display their Durga-inspired characteristics by appearing in front of the enormous Photo Booth and having their pictures taken. They hope to inspire others to embrace their inner powers by sharing these photos on social media with relevant hashtags to convey the empowerment message. The Emcee would also host a quiz contest and award prizes of Emami Healthy & Tasty gift baskets. As a thank you, all respondents will get items bearing the AMIE Durga logo. The best poses and posts will be given kitchen kits as prizes.

“We wait for the Mother Goddess every year during this time. Mothers in every family do their best and sacrifice their wishes for the betterment of their families and kids. Ma Durga’s avatar can be found in every woman. I am glad that I could be associated with such an initiative” said Rituparna Sengupta.

AMIE Durga campaign will continue till 14^th October, 2023.

Priyanka Dutta