Durga Puja is more than a festival in Bengal. It is a celebration of culture, community, traditions and shared memories that bring generations together. Every ritual, every gathering and every festive meal contributes to the spirit that makes Pujo truly special. Embracing this essence, Fortune, the flagship brand of AWL Agri Business Ltd., has unveiled an extensive 360-degree Durga Puja campaign across Kolkata and West Bengal, combining heritage, artistic expression, consumer participation and meaningful community engagement.

At the heart of this year’s celebrations is a spectacular Rajbari-inspired installation at Kolkata’s iconic Deshapriya Park. Drawing inspiration from Bengal’s historic Bonedi Baris, the installation recreates the grandeur and architectural beauty of traditional aristocratic homes that have long been associated with the state’s cultural legacy. Built using more than 3,000 Fortune jars and product packs, the structure stands as a unique blend of creativity, craftsmanship and cultural storytelling.

To bring this vision to life, Fortune collaborated with a celebrated Bengali artist and a team of skilled artisans who meticulously recreated the intricate details of Bengal’s historic Rajbaris. The installation offers visitors an immersive experience that evokes nostalgia while demonstrating how familiar household products can be transformed into remarkable works of art. It serves as a tribute to Bengal’s architectural heritage and the enduring traditions that continue to shape the festive experience.

Extending its celebration of culture and creativity, Fortune has also developed a distinctive mural tunnel at Badamtala Ashar Sangha. Here, artists have used everyday food staples such as rice, dal, poha and soya nuggets to create large-format murals depicting some of the most cherished Durga Puja rituals. The artworks capture familiar and emotional moments that resonate deeply with Bengali households, from listening to Mahalaya at dawn and witnessing Kolabou Snan to participating in Ashtami Anjali, relishing Bhog and celebrating Sindur Khela.

Through these innovative food-art installations, Fortune highlights the important role that food plays in festivals, family traditions and cultural identity. By transforming kitchen staples into artistic expressions, the brand celebrates the deep emotional connection between food and festivities that lies at the heart of Durga Puja.

The celebration continues beyond physical installations through Fortune’s festive consumer engagement campaign, PujoTeAmiEtaKori. Built around the thought that “Every ritual adds a little more to Pujo,” the campaign is grounded in the insight that while Durga Puja is celebrated collectively, every individual has their own unique way of experiencing it.

Whether it is waking up before sunrise on Mahalaya, planning pandal-hopping routes, dressing up in traditional attire, meeting loved ones or indulging in festive delicacies, every person carries special rituals and memories that make the festival meaningful. Through the #PujoTeAmiEtaKori contest, Fortune is encouraging consumers to share these personal traditions, creating a vibrant celebration of stories, habits and experiences that connect communities across generations.

Alongside cultural celebrations, Fortune is also reinforcing its commitment to inclusivity through its flagship social initiative, FortuneSobarPujo. Guided by the belief that the joy of Durga Puja should be accessible to everyone, the initiative seeks to extend festive experiences to individuals who may otherwise be unable to participate fully due to age, financial constraints, physical limitations or social isolation.

Building on the success of previous editions, Fortune plans to expand #FortuneSobarPujo beyond Kolkata to cities such as Asansol and Durgapur. Through this initiative, the brand aims to directly engage and positively impact more than 3,000 children from orphanages and elderly residents of old-age homes across West Bengal. By creating opportunities for celebration and participation, Fortune hopes to ensure that the warmth and joy of Pujo reach every corner of the community.

Strengthening its festive presence further, Fortune has also established a prominent outdoor branding campaign across Kolkata. Spanning more than 47,000 square feet across two of the city’s busiest junctions, Ultadanga and Ruby, the large-format installations showcase Fortune’s diverse product portfolio while engaging millions of commuters during the festive season.

Reflecting on the initiative, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd., emphasized the brand’s commitment to fostering meaningful relationships with consumers across West Bengal. He noted that food has always been an integral part of Durga Puja traditions and shared experiences, making the festival a natural platform for celebrating culture, heritage and togetherness. Through initiatives such as the Rajbari installation, food-art murals and #FortuneSobarPujo, Fortune aims to honour Bengal’s rich traditions while creating opportunities for communities to come together and celebrate.

As one of India’s most trusted food brands, Fortune continues to go beyond its role in everyday kitchens by becoming a part of the moments and traditions that matter most to consumers. Through a thoughtful blend of heritage, creativity, participation and social impact, the brand’s Durga Puja celebrations this year reflect a larger purpose: bringing people together, preserving cultural traditions and ensuring that the spirit of the festival can be enjoyed by all.

In a state where Durga Puja is much more than a celebration, Fortune’s initiatives serve as a reminder that every ritual, every meal, every memory and every shared experience adds something special to the festival. By celebrating Bengal’s rich heritage while creating lasting community impact, Fortune continues to strengthen its bond with the people of West Bengal and reaffirm its place in their cherished festive moments.