24
Oct
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…
