This Durga Puja, ITC Mangaldeep, India’s leading incense brand, reimagined festive traditions at Singhi Park Durga Puja pandal by introducing a unique Dhuno Tunnel, blending devotion with technology. The sensor-led tunnel transformed visitors’ movements into a virtual Dhunachi Naach experience, allowing devotees to pay tribute to MaaDurga in an interactive and memorable way. Nine life-sized Mangaldeep Dhuno Cups enhanced the sensory experience, immersing families, youth, and devotees in the spirit of the festival. Singhi Park welcomed nearly 1.5 lakh visitors daily, many of whom actively participated in the installation.
Rohit Dogra, Divisional CEO of Matches and Agarbatti Division at ITC, said, “Durga Puja is a time when tradition, devotion, and community come together. With our Dhuno Tunnel, we celebrated the essence of Dhunachi Naach while providing Ready-to-Use Dhuno Cups, making the ritual accessible at home with ease. This initiative reflects our belief that tradition and innovation can coexist beautifully.”
In Kolkata, the activation strengthened ITC Mangaldeep’s connection with the city’s culturally rich and tradition-oriented consumer base. By combining immersive experiences with product sampling, the brand not only enhanced footfall engagement at Singhi Park but also reinforced its leadership in the incense segment, ensuring that Pujo shoppers across the city experienced devotion in both modern and authentic forms.
