Kolkata: This Durga Pujo, ITC’s Aashirvaad Atta has introduced ‘Maatrishakti’, a campaign aimed at invoking the divine power of mothers.
Through this Pujo-special initiative aimed at spread joy during the festive season, Aashirvaad is harnessing energy of mothers and converting it to electricity to light up homes in a power deficient village.
Aashirvaad has setup a tech-enabled energy floor at the Baghbazar Pujo Pandal. Mothers are invited to perform the iconic Dhunuchi dance on the floor which transforms energy generated by mothers’ dance to tangible electricity.
This electricity will then be used to light up homes in Malekanghumti village spreading the joy of the festive season. This village is located about 120 km away from Kolkata and home to thousands of people with little to no supply of regular electricity.
To further ensure that the residents have a reliable and continuous source of electricity in future, the brand, as part of its…