ITC Ltd.’s Sunrise Spices launches “Sunrise Durgatinashini”

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ITC Sunrise Spices, the market leader in the branded spices category in West Bengal, recently launched “Sunrise Durgatinashini,” a specially curated music video ahead of West Bengal’s most anticipated festival ‘Durga Puja.’ 

Last year, the brand created history by introducing four women priestesses to conducting Durga Puja at 66 Pally in Kolkata. Keeping in line with the brand’s endeavor to support women’s empowerment, Sunrise Durgatinashini is a bold initiative to create awareness among women and animate their physical and mental strengths through self-defense practices.

Celebrating the divine feminine strength of a woman, the brand has launched a lyric video entwined with self-defense. Sung by famed Bengali singer Lopamudra Mitra, the music video features renowned actor Mumtaz Sorcar.

The video underlines self-defense moves embedded with Bengali dance forms that have been choreographed by professionals and guided by self-defense expert Gaurav Goswami. Additionally, keeping in mind this concept of Durgatinashini, a gang of four fearless women bikers is set to promote the same across Kolkata.

The video encourages women to enroll in a self-defense session that will be held at 66 Pally during Durga Puja this year. This training program will have a mix of theoretical and practical components. During the workshop, the self-defense experts would demonstrate the techniques to the audience and lend them a real-time feel of the unique strategies by asking them to showcase them on stage.

Through this training, the brand aspires to teach women to fight back and escape in any case of an emergency. Speaking about this initiative, Piyush Mishra, Business Head, Sunrise, ITC Ltd, said, “Sunrise Durgatinashini embodies the essence of goddess Durga and her victory over Mahishasura.

Through the music video, Sunrise emphasizes on the need to empower women in self-defense, just like Maa Durga. Sunrise is deeply committed to bring differentiated offerings to the consumers and engage with them through unique and impactful communication.

Our latest creative rendition on women empowerment during the Durga Puja, which blends self-defense training with dance forms, is yet another effort in this direction.”

Through the music video, the brand Sunrise emphasizes the need to empower women in self-defense, just like Maa Durga. Sunrise is deeply committed to bringing differentiated offerings to consumers and engaging with them through unique and impactful communication.

Our latest creative rendition on women empowerment during the Durga Puja, which blends self-defense training with dance forms, is yet another effort in this direction.”

The one-day self-defense classes will be conducted in Kolkata, Siliguri, and Durgapur.

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