ITC Foods’ Sunfeast Mom’s Magic Shines has unveiled its festive campaign, ‘Ei Pujo, Shine Koro!’, transforming Harish Park into ‘Kolkata’s Shiniest Pujo Pandal’ to celebrate the creativity, light and cultural 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 project brought together over 80 local artisans, translating the biscuit’s distinctive sugar-glazed finish into an immersive festive experience.
The installation was inaugurated by acclaimed Indian cinema actor Rituparna Sengupta, who said the initiative captured Kolkata’s festive spirit and the diverse ways people express themselves during Puja.
Suraj Kathuria, vice-president and head of marketing, Biscuits, ITC Foods, said the campaign extends the idea of shine beyond the product, celebrating the city’s spectacular pandals and individual expressions of festivity. The initiative also features the Shines Spotlight Contest, inviting participants to share their festive looks on Instagram using #Shines Spotlight. Selected participants will have the opportunity to feature on billboards across Kolkata.
In Siliguri, the campaign presents a potential model for brands seeking stronger consumer engagement through festive experiences. Similar initiatives around Durga Puja and other regional celebrations could help businesses build visibility, encourage social media participation and connect products with local cultural traditions.
Through the campaign, Sunfeast Mom’s Magic Shines aims to connect its product identity with Kolkata’s festive celebrations and consumer expression.
