The Essence of #DuggaDugga Campaign
Ponds, a globally recognized skincare brand, has unveiled its #DuggaDugga campaign that pays tribute to the unsung heroines behind the scenes of Kolkata’s beloved Durga Pujo festivities. The campaign poignantly narrates the tales of four talented women sculptors, diligently crafting intricate Durga idols, embodying beauty and strength.
Femininity, Artistry, and Empowerment
The essence of #DuggaDugga lies in celebrating the gifted hands that mold the goddess Durga’s figure in distinctive yet familiar ways. These artisans speak candidly about their journeys into the predominantly male-dominated profession of idol-making. Despite the odds, these women have carved a niche for themselves, transforming the Pujo festival into a period of jubilation and a testament to their exceptional artistry.
An Ode to the Artisans: A Mural with a Message
An impressive mural, spanning 32×32 ft., graces Deshpriya Park in South Kolkata. This art piece, painted with the images of the four artisans – Upasona Chatterjee, Aditi Chakraborty, Suchana Samanta, and Sumi Majumder, is a visual tribute to their dedication. Additionally, QR codes embedded in the mural transport onlookers to individual stories, enriching their understanding of the artists behind the magnificent Durga idols.
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Harman Dhillon, VP of Skin Care & Color Cosmetics at Hindustan Unilever Limited, praised the initiative. He commented, “Ponds has consistently championed real beauty. This year, our #DuggaDugga campaign celebrates these wonderful artisans. Their beauty radiates through their craftsmanship, perseverance, and strength.”
Behind the Idols: Stories of Strength and Passion
Upasona Chatterjee: For Upasona, the goddess Durga and her mother are her biggest motivators. Embracing her destiny in artistry against familial expectations, she’s mastered the nuance of highlighting Durga Maa’s beauty.
Aditi Chakraborty: Inspired by the myriad Durga idols during pandal visits, Aditi found her calling in sculpting. She pours extra love into the idol’s eyes and face, drawing motivation from her specially-abled son’s joy.
Suchana Samanta: Guided by her father’s legacy in the Durga Pujo celebrations, Suchana dedicated months to ensure the festival’s success. With passion inherited from family, she has significantly contributed to the Pujo festivities.
Sumi Majumder: Alongside her husband, Sumi delved into the Pujo celebrations in 2013. Her unwavering devotion to Durga Maa fuels her resilience, and she credits the goddess for her continued success.