HELL ENERGY DRINK, a Hungarian fast-moving consumer goods (FMCG) brand, established a prominent presence at the Barisha Club Durga Puja in Behala, Kolkata, through a specially designed illuminated brand arch during the festival from October 16 to 20, 2026.
The walk-through installation, illuminated in the brand’s signature red, featured festive motifs on LED panels and the company’s logo at the top. Positioned along the approach to the pandal entrance, the arch aimed to attract visitors and strengthen consumer engagement during one of Kolkata’s major festive occasions.
Unnikannan Gangadharan, director of HELL-ENERGY PRIVATE LIMITED, said Durga Puja offered an opportunity to connect with consumers during one of the city’s most cherished celebrations. He added that the association with Barisha Club allowed the brand to participate in the festivities and share the seasonal spirit with visitors.
In Kolkata, the activation highlights how consumer brands are increasingly using high-footfall cultural events to improve visibility and engage potential customers. Durga Puja provides companies with opportunities to reach diverse audiences through on-ground promotional activities.
Founded in 2006, HELL ENERGY exports to more than 60 countries and holds market leadership in several European markets, including Hungary, Greece, Bulgaria, Croatia, Romania and Slovakia. The company attributes its growth to product quality, affordability, distribution and marketing communication.