Aashirvaad, ITC Ltd’s food brand, has launched ‘JotnerAanchal’, a community-driven initiative during Durga Puja that celebrates maternal care by inviting visitors to contribute to an evolving red-and-white saree-inspired installation at Kolkata’s Baghbazaarpandal.
Rooted in the Bengali concept of jotno, meaning care, the initiative seeks to transform the traditional Aanchal, a symbol of warmth, protection and belonging, into a collective tribute to MaaDurga and mothers. The experience features ‘The Nurturance Story’, an immersive showcase using animated textile art and projection mapping to trace the symbolism of the Aanchal from idol-making to Bisarjan.
Visitors can unlock and print six distinct motifs representing everyday expressions of care onto sections of the installation. These contributions will combine to form a continuous Aanchal. Bengali television actor SandiptaSen inaugurated the experience and interacted with visitors.
AnujRustagi, chief executive of ITC Ltd’s Staples Business Unit, Foods Division, said the initiative brings people together around a symbol deeply rooted in Bengal’s cultural memory. The growing installation is also intended to support mothers through a collective effort.
The campaign highlights how brands can use regional traditions and community participation to strengthen consumer engagement during major festivals. For Guwahati’s festive retail and consumer goods market, such culturally rooted initiatives could offer a model for connecting brand experiences with local identity and emotional appeal.
Beyond Kolkata, experiential zones have been established in Durgapur, Burdwan, Medinipur and Siliguri. Visitors can contribute to the installation and receive a personalised digital keepsake.