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ITC Sunrise Spices recently launched “Sunrise Durgatinashini” - a specially curated music video ahead of West Bengal’s most anticipated festival ‘Durga Puja’.

Last year, the brand had created history of sorts by introducing four women priestesses to conduct Durga Puja at 66 Pally in Kolkata.

Keeping in line with the brand’s endeavour to support women empowerment, ‘Sunrise Durgatinashini’ is a bold initiative to create awareness among women and enlivening their physical and mental strengths through self-defense practices.

Celebrating the divine feminine strength of a women, the brand has launched a musical video entwined with self-defense. The rendition is by Bengali singer Lopamudra Mitra, while the music video features actor Mumtaz Sorcar. The video underlines self-defense moves embedded with Bengali dance forms that have been choreographed by professionals and guided by self-defense expert Gaurav Goswami. 

Additionally, keeping in mind this concept of Durgatinashini, a gang of four fearless women bikers are set to promote the same across the city of Kolkata.

Piyush Mishra, Business Head, Sunrise, ITC, said, “Sunrise Durgatinashini embodies the essence of goddess Durga and her victory over Mahishasura. Through the music video, Sunrise emphasises on the need to empower women in self-defense, just like Maa Durga. Sunrise is deeply committed to bring differentiated offerings to the consumers and engage with them through unique and impactful communication. Our latest creative rendition on women empowerment during the Durga Puja, which blends self-defense training with dance forms, is yet another effort in this direction.”