As part of its ongoing Durga Puja initiative celebrating Bengali identity through the Haathpankha, Sunrise Spices participated in a spectacular Maha Boron celebration on Sashthi at Ahiritola Durga Puja Committee, transforming a deeply rooted cultural ritual into a large-scale tribute to Bengal’s enduring traditions.
Inspired by the traditional Boron ritual, where Maa Durga is ceremonially welcomed and fanned as a mark of devotion and respect, the activation reimagined this cherished practice at an unprecedented scale. Bringing together devotion, culture, community and tradition, the celebration witnessed over 200 participants synchronously waving specially crafted Sunrise Haathpankhas, creating a striking visual spectacle that captivated thousands of Pujo visitors.
The event was further elevated through choreographed cultural and dance performances inspired by the spirit of Durga Puja, culminating in a grand collective Boron moment where hundreds of Haathpankhas moved together in unison. Accompanied by the specially curated Sunrise Puja anthem, the celebration paid homage to a symbol that has long held a place in Bengali homes, rituals and collective memory.
The event was attended by popular Bengali actor Swastika Dutta, who joined the festivities and witnessed the grand cultural spectacle celebrating Bengal’s rich heritage and traditions.
For generations, the Haathpankha has remained an integral part of Bengali households, featuring across religious ceremonies, family gatherings and daily routines. Through its larger Durga Puja campaign, Sunrise has been working to revive conversations around this cultural icon and restore its visibility amongst newer generations. The Maha Boron celebration marked one of the campaign’s most prominent public expressions, bringing the Haathpankhaback into the spotlight as a symbol of shared memory, identity and pride.
Speaking on the occasion, Suresh Chand, Business Head, Sunrise Spices, ITC Ltd said, “For decades, Sunrise has been closely woven into the cultural fabric of Bengal, celebrating its traditions, rituals and flavours that bring communities together. Durga Puja is one such occasion that unites generations through shared heritage. The Haathpankha is a cherished symbol of that heritage and one whose significance deserves renewed attention. Through Maha Boron, we wanted to celebrate this tradition in a meaningful way, bringing communities together and reconnecting them with a familiar cultural icon.”
Swastika Dutta, who graced the occasion, said, “As someone associated with Bengali cinema, I have seen how simple cultural symbols often carry the deepest emotions and memories. The Haathpankha is one such symbol, woven into our homes, festivals and stories. It was wonderful to see Sunrise celebrate this cherished part of our heritage through Maha Boron and bring so many people together. The collective Boron moment was truly moving and a beautiful reminder that traditions continue to connect Bengalis across generations.”
Through such initiatives, Sunrise Spices continues its commitment to celebrating the cultural symbols, stories and traditions that define Bengal’s rich heritage, ensuring they remain vibrant, relevant and resonant in contemporary times.
