Swiggy has launched ‘Ebar Amader Haathey Gora Ma’, a Durga Puja campaign that brings women from Kolkata’s Shonagachi together with artisans from Kumartuli to sculpt a Maa Durga idol. The campaign draws on the ‘punya mati’ tradition, in which soil from red-light districts is used to make Durga idols.
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The initiative has been documented in a digital film directed by Emmy-nominated filmmaker Ronny Sen. The film follows the idol’s making from the first touch of clay, while featuring the experiences and perspectives of the women involved.
Mayur Hola, VP-Brand at Swiggy, said Durga Puja is a time when communities come together to celebrate. He noted that earlier campaigns widened the festivities, from delivering bhog to the elderly in 2023 and taking Pujo to the Sundarbans’ Tiger Widows in 2024, to a mobile pandal serving bhog to Kolkata’s street dogs last year. This year’s campaign, he said, celebrates the heritage around Durga Puja by empowering the women to shape the idol themselves and capturing the emotions that came with it. Swiggy also distributed bhog to the women of Shonagachi.
Separately, Swiggy launched ‘Shrestho Pujo’ on October 16. The interactive feature on the Swiggy app lets users vote for their favourite pandals and browse profiles of more than 50 pandals across Kolkata, including their history, idols and photographs. It offers virtual access for people who cannot visit in person, including senior citizens.
