Aashirvaad Blends Tradition with Technology for ‘Matri shakti Bondona’ Campaign in West Bengal
CE DESK 
Aashirvaad launches ‘Matrishokti Bondona’ campaign across West Bengal, celebrating mothers with interactive Durga Puja activations and personalized musical tributes.
Aashirvaad, India’s largest packaged atta brand, has launched the ‘Matri shakti Bondona’ campaign, which combines tradition with technology to honor mothers during the Durga Puja festivities in West Bengal. This campaign features a heartwarming piece by National Award-winning singer Iman Chakraborty, who captures the love and strength of mothers, goddesses in their own right, with Maa Durga’s energy.
The campaign integrates technology with hands-on experiences by installing tech-enabled kiosks at various Durga Puja pandals in Kolkata and across West Bengal. Family members can participate in the festive activities where Ullu Dhwani, Shankha, and Dhaak, the pulsating accompaniment to each mother, plays tribute to her as uplifting, personalized musical gifts are created as keepsakes.
The rewarding experience focuses on the strength of mothers and inspires families to celebrate and honor their resilience in an impactful and heartwarming manner. The infrastructure provided at these kiosks, in addition to the participatory experience, enriches the culture and emotional depth of the festivities.
Aashirvaad integrates family values with advanced technology, bridging intergenerational gaps. The ‘Matri shakti Bondona’ campaign pays tribute to motherhood, showcasing its love, strength, and resilience. This campaign makes the current Durga Puja a close and memorable celebration for families in West Bengal.
Ms. Priyanka Sarkar, A well – known Bengali Actress said, “Collaborating with Aashirvaad on ‘Matri Shokti Bondona’ was deeply meaningful – bringing technology and tradition together to celebrate the divine strength of mothers during Durga Puja. It’s beautiful how we could create personalized tributes that honor each mother’s unique love and resilience, making every family’s celebration truly special.”
