ITC Sunrise Brings Kolkata’s Top 50 Pandal Experience to Guwahati & Agartala with “Maa-er Hoitey Selfie"

Guwahati/Agartala: This Durga Puja, ITC Sunrise created a unique cultural and digital bridge for devotees with its innovative activation – “Maa-er Hoite Selfie” The campaign gave people in Guwahati and Agartala the chance to virtually experience the grandeur of Kolkata’s top 50 Durga Puja pandals through a simple QR code scan on their mobile devices.

Technology Meets Tradition

A group of people joyfully pose with spice packets in front of a vibrant backdrop showcasing Indian cultural motifs, highlighted by the "Sunrise" logo.

By scanning the dedicated QR code, devotees could explore the city’s most iconic pandals and even take a personalized selfie with the Durga idol of their chosen pandal. These selfies could be instantly downloaded and shared on Sunrise’s official social media handles, making the celebration interactive and widely shareable.

Ground-Level Activation

The initiative came alive at two of the most popular festive venues – Latasil Playground Puja Pandal in Guwahati and Sevak Sangha Puja Pandal in Agartala. A beautifully designed Sunrise stall and interactive photo booth became the centerpiece of the activity, drawing large crowds. Over 10,000 devotees engaged with the activation across both cities.

Adding Value to the Festivities

To make the experience more rewarding, every participant who clicked a selfie with Maa Durga was gifted a complimentary Sunrise Masala packet. This gesture not only delighted devotees but also reinforced the brand’s association with festive cooking and tradition.

Strong Consumer & Brand Impact

The activation generated high levels of excitement and curiosity. For devotees, it was a rare opportunity to witness the magnificence of Kolkata’s celebrated pandals virtually, while for ITC Sunrise, it was a chance to deepen cultural and emotional connect. The campaign effectively blended:

• Innovation & Differentiation: Seamlessly integrating QR technology into a traditional festival.

• High Engagement: Touching over 10,000 devotees directly at two key pandals.

• Social Media Amplification: Encouraging participants to share their experiences online, boosting organic visibility.

• Cultural Relevance: Aligning with Maa Durga, the central symbol of the festival, to create an emotional brand bond.

• Tangible Brand Recall: Free masala packets ensured the Sunrise brand entered households post-activation.

Conclusion

With “Maa-Ar Hoite Selfie,” ITC Sunrise not only transported the magic of Kolkata’s Durga Puja to Guwahati and Agartala but also showcased how tradition, technology, and brand integration can come together to craft a memorable festive experience. The initiative stands out as a benchmark in culturally rooted brand engagement, leaving devotees with cherished memories and the brand with lasting impact.