BIG FM, one of India’s leading radio networks, officially launched its highly anticipated ‘BIG Green Durga’ campaign at a press conference held at The Astor, Kolkata.

Renowned actress Aparajita Adhya was announced as the ambassador of the campaign, which aims to inspire communities to work towards a cleaner and greener city during the upcoming Durga Puja festivities.

According to a press release, Aparajita revealed the campaign’s details, expressing her strong support for the initiative. She emphasized the significance of sustainability during Durga Puja, urging the community to actively engage in the campaign’s efforts. “I am truly honored to be part of BIG FM’s ‘BIG Green Durga’ campaign. Collecting plastic waste from the community and transforming it into a Durga idol is truly inspiring. This campaign goes beyond raising awareness—it is about taking meaningful action,” she said.

This year’s campaign takes a unique approach to tackling plastic pollution through a community-driven plastic collection drive. The drive will be held across neighborhoods, colleges, and markets, where collected waste will be repurposed to create an upcycled Durga idol. This idol will be donated to a government or corporate facility after the puja, symbolizing a commitment to sustainability.

In a notable move, this season also highlights female Dhaakis, challenging traditional norms by featuring women drummers during the festivities. Additionally, Patachitra storytelling will add a modern twist to the ancient art form, narrated by a Patachitra artist and amplified through BIG FM’s platforms.

Sunil Kumaran, COO of BIG FM, added, “At BIG FM, our philosophy centers around creating a positive impact through meaningful initiatives that resonate with our listeners. ‘BIG Green Durga’ is a natural extension of this belief, encouraging communities to embrace sustainability while celebrating our heritage. We are excited to continue the momentum from the previous seasons, which made significant strides in promoting eco-friendly practices.”

Each year, the ‘BIG Green Durga’ campaign selects a prominent figure to embody the spirit of ‘Shakti.’ Previous ambassadors include Rituparna Sengupta and Priyanka Sarkar. With Aparajita Adhya at the helm this year, BIG FM aims to raise awareness and inspire participation in eco-friendly initiatives.

The campaign will culminate with a grand Durga Puja celebration from October 9 to 13 at the Kund Area, Salt Lake City Centre, one of Kolkata’s vibrant cultural hubs. The highlight will be an upcycled Durga idol, symbolizing the campaign’s commitment to sustainability and responsible celebrations.

Major sponsors, including Meghbela Broadband, Bosumati Basmati Rice, and Magic Moments Verve Music Studio, pledged their support during the event. Other sponsors like Duta Guro Masala, Senco Gold and Diamonds, and Titan Eye+ also joined the initiative, showcasing a shared commitment to fostering an eco-friendlier festive season.

The press conference provided a platform for key partners to discuss their contributions, followed by an interactive session exploring sustainability and community-driven change.

Join BIG FM’s mission to make this Durga Puja a celebration of sustainability and inclusivity!