ITC Foods’ Sunfeast Mom’s Magic Shines has transformed Harish Park into “Kolkata’s Shiniest PujoPandal” under its festive campaign, “EiPujo, Shine Koro!”, celebrating the creativity and vibrancy of Durga Puja.
The installation features a 1,200 sq. ft. illuminated façade resembling a larger-than-life Shines biscuit. Created using more than 1.7 lakh lights spanning 3,600 feet, the display involved over 80 local artisans. The experience was inaugurated by acclaimed Indian actor RituparnaSengupta.
SurajKathuria, vice-president and head of marketing, Biscuits, ITC Foods, said the campaign aims to extend the idea of shine beyond the product and celebrate the different ways people express themselves during Puja. The initiative also includes the Shines Spotlight Contest, inviting participants to share their festive looks on Instagram using #ShinesSpotlight. Selected participants may feature on billboards across Kolkata.
Sengupta said the installation reflected Kolkata’s distinctive festive energy and the individual expression associated with Puja celebrations.
In Guwahati, the campaign highlights how consumer brands can use regional festivals and immersive public installations to strengthen brand engagement. Similar festive activations in Assam could offer businesses opportunities to connect with consumers through local cultural traditions, digital participation and community-led experiences.