This Durga Pujo, ABP Ananda is taking a bold step forward with the launch of its campaign, ‘Celebrate the Durgas’. The initiative honours everyday women who embody the strength, courage, and resilience of Maa Durga, celebrating their role in overcoming life’s challenges with grace and determination.

Under the campaign tagline, ‘Durga Pujo Maane Durgader Pujo’ (Celebrate not just Durga Pujo, but all women who embody goddess Durga’s strength and power), ABP Ananda seeks to redefine the festival by acknowledging the extraordinary contributions of these real-life heroines. In a city recently reflecting on women’s safety and empowerment, the campaign highlights the unseen battles these women fight daily.

By recognizing these women as ‘Everyday Durgas,’ ABP Ananda aims to inspire viewers to celebrate the goddess and reflect on the strength and resilience of women in their communities. The campaign underscores the urgent need for societal change, reminding us that Maa Durga’s legacy continues through every woman who stands against injustice and navigates life’s challenges fearlessly.

While at the heart of this year’s ABP Ananda Sharad Ananda programming, the campaign features a diverse array of new and existing content that captures the festival’s essence. From insightful stories to light-hearted moments, the programming offers something for everyone while remaining sensitive to current times.

This year’s ABP Ananda Sharad Ananda is presented by notable sponsors, including Dear Government Lotteries, Fortune Refined Soyabean Oil, Tata Motors Winger, Jac Olivol, Nirma Beauty Soap, DavaIndia, Havells & Lloyd. Co-powered by Madhukunj Agarbatti, Sister Nivedita University, Hint, Anmol Marie Plus Biscuits, Senco Gold & Diamonds, Oshea Herbals, and Suruchi Spices, the campaign also features partners like Priyo Gopal Bishyoi, Shalimar Coconut Oil, Big Bull E-Vehicles, and is digitally supported by ABP LIVE.

Adding to the festivities, ABP Ananda’s popular reality game show, ‘Paara e Paara e Serar Lodai 2024,’ is making a comeback. This 11-episode series, airing daily at 5:30 pm, features local Durga Pujo Committees from across the city competing in a fun-filled contest that celebrates community spirit.

‘Paara e Paara e Serar Lodai 2024’ is presented by Benarasi Niketan, co-powered by Secret Temptation and Basak Guinea Museum, and partnered with Samata Co-operative Development Bank Ltd. The digital partner for this initiative is also ABP LIVE.

This year, ABP Ananda has refreshed its Surakshar Puraskar initiative to ABP Ananda Sarbojanin Purashkar, broadening its scope to include not just safety but also artistry, grandeur, and responsible celebration of Durga Pujo. The award will recognize top Pujo Committees based on creativity and community responsibility in this year’s festivities.

This year’s Ananda Sarbojanin Purushkar is presented by Ambuja Cement, co-powered by Secret Temptation, Shalimar’s Enriched Coconut Hair Oil, RR Kabel, AIS Windows & Glass, Nnoni, and Sturlite. Partnerships include Duta Guromoshla, MPP Jewellers, Hero Motocorp, with digital support from ABP LIVE.

Through the ‘Celebrate the Durgas’ campaign, ABP Ananda encourages viewers to reflect on the true meaning of Durga Pujo. This year, the festival honors women as the true embodiments of Maa Durga in our daily lives. By highlighting their strength and resilience, ABP Ananda aims to inspire societal change and a collective commitment to empowerment and equality.