All Articles

Diwali is one of the biggest shopping seasons in India and provides a great opportunity for brands to engage with customers through gifting, family traditions and new beginnings. The festival of lights has a huge appeal and provides a great opportunity for brands to drive sales and create meaningful connections. A Great Time to Spend Everyone wants to buy new things for themselves and loved ones during Diwali. Whether it be clothes, jewellery, electronics, sweets, home acc

Durga Puja is a holiday for which all brands yearn to put their marketing efforts into. It is one of the best times to engage with consumers since the festive season is the period when shopping, partying, and cultural events merge together. It is the time when brands get noticed since fashion and jewelry, food and electronics, cosmetics and furniture – all are in demand. But why exactly should brands invest in a puja campaign? A Great Opportunity To Sell More The puja se

From skincare to pandal-ready makeup – businesses across the ‘beauty’ spectrum are capitalising on Durga Puja. As Durga Puja nears, the usual lists of sarees, jewellery and footwear are expanded to include skincare, makeup, perfumes, salon visits and hair treatments. For beauty brands, the festival is an economic goldmine that revolves around one key thought — everyone wants to look good at the celebrations. Selling the Feeling, Not Just the Products It’s a time for social ev

Durga Puja is not only a religious festival for Bengalis but also a celebration of their culture, identity and style. As the first beats of the dhak sound, Bengalis across West Bengal, Assam and Tripura start shopping for new sarees, kurtas, jewelry, footwear and accessories. For Bengalis, Puja has become a significant event in the fashion and retail industry. Five days of Durga Puja are celebrated with great enthusiasm and fervor. Bengalis wear different styles of clothes

Before Maa Durga lights up a pandal, she begins as clay, straw, and countless hours of an artisan’s devotion. In the narrow lanes of Kumartuli, Kolkata, the arrival of Durga Puja begins months before the first dhak beats echo through the streets. Here, generations of idol-makers transform humble materials into the Goddess millions eagerly await every year. But behind every magnificent idol lies a journey of craftsmanship, patience, and tradition. From Straw to the Goddess The

For brands, retailers, and small businesses, Durga Puja is more than a festival. It is a high-stakes sales season where culture, consumer behaviour, and commerce come together As the festival approaches, people update their wardrobes, plan their food, add new names to their gift list, shop for new clothes and jewelry, get their beauty treatments done and more. For businesses, it is a salesperson's dream come true. It is one of the most crucial times for eastern Indian busin

Guwahati, June 2026: As lakhs of devotees converged at the sacred Kamakhya Temple for Ambubachi Mela 2026, ITC’s Bingo! stepped beyond conventional marketing to become part of the pilgrims’ journey through a dedicated support initiative. Set up along the temple route, the colourful Bingo! activation offered drinking water and refreshments to devotees navigating long walks, crowded pathways and hours of waiting. The initiative provided a welcome pause for visitors, helping the

KEI Unveils Pilgrim Support Initiative to Enhance Experience at Ambubachi Mela 2026

The town of Howly in Barpeta is preparing for the grand 98th Howly Raas Mahotsav , one of Assam’s most loved cultural and spiritual festivals. This year, the celebration becomes even more exciting as popular singer Niraaj Sridhar is set to perform on the final day , adding a star-studded musical finale to the event. Along with divine devotion and cultural heritage, the festival also features a special donation coupon drive where lucky participants stand a chance to win a Lan

Nalbari is preparing to host one of Assam’s most cherished cultural festivals — the 92nd Nalbari Raas Mahotsav , scheduled from November 5 to November 17, 2025 , at the historic Sri Sri Harimandir . This 13-day celebration remains a symbol of devotion, tradition, and artistic excellence, drawing thousands of visitors every year. The Nalbari Raas Mahotsav is deeply rooted in Assam's cultural and spiritual heritage, celebrating the divine tales of Lord Krishna through art, per

Chhath Puja, once confined largely to the plains of Bihar, Jharkhand, and eastern Uttar Pradesh, has now found a devoted following in Assam. Over the past few years, the festival of the Sun God has taken root in cities like Guwahati, Tinsukia, Dibrugarh, and Karbi Anglong , transforming the ghats and riverbanks of Assam into vibrant centres of faith and celebration. In Guwahati, thousands of devotees now gather every year along the banks of the Brahmaputra to perform the even

Majuli, the world’s largest river island, is all set to turn into a musical pilgrimage once again — but this year, with deeper emotion and meaning. The Majuli Music Festival 2025 , now scheduled for 19th–21st December , will pay a heartfelt tribute to Zubeen Garg , the legendary artist whose voice defined generations and gave Assamese music its contemporary soul. The Island That Breathes Music Set amidst the tranquil currents of the Brahmaputra, Majuli isn’t just a venue — i

From the outside, Silchar — the buzzing cultural capital of Southern Assam and the pride of Barak Valley — looks like it’s living its brightest Diwali and Kali Puja season in years. Every street glows with lights, every lane hums with devotion. Rows of diyas flicker in harmony as bustling markets and crowds of pandal-hoppers turn the town into a living canvas of colour, faith, and festivity. With over 300 Kali Puja pandals spread across the town, the scale of celebration in

When October drapes Assam in soft sunlight and long shadows, the air in the villages changes. The fields turn a lush green, the skies look calmer, and from afar, you might catch the faint glimmer of tiny flames flickering across the paddies. This is Kati Bihu — the quietest of Assam’s three Bihus — a festival that doesn’t celebrate harvest or plenty, but the pause in between . The Season of Lean Hope Kati Bihu arrives when the young paddy is still growing and the barns are n

Guwahati, October 2025 — The city came alive this Durga Puja as Radio Mirchi Guwahati turned the spotlight on creativity, devotion, and...

Guwahati, October 2025: This Durga Puja marked the first without Assam’s beloved Zubeen Garg, yet his presence was deeply felt. Known for...

Guwahati, October 2025: In a distinctive campaign celebrating devotion, culture, and community, Radio Gupshup , with the support of HDFC...

Guwahati, Assam – The state of Assam observed the culmination of Durga Puja with the traditional Dashami (Vijayadashami) celebrations,...