JSW Cement launches Durga Puja campaign with social initiatives

Durgatinashini, a roadshow, and Sanhati, an initiative to reward Puja committees, have been launched as part of the campaign

e4m by exchange4media Staff
Updated: Sep 22, 2019 10:00 AM

JSW Cement has launched a campaign to celebrate Durga Puja with a difference. The company has unveiled Durgatinashini and Sanhati initiatives as part of this year’s Durga Puja campaign.

Durgatinashini will be a roadshow with an unfinished Durga idol that will travel to different parts of Bengal and talk about the advent of Puja. The campaign will culminate with a fully-decorated idol which shall be contributed to a destitute village in the Sunderbans of South 24 Parganas to help the poor villagers to celebrate Puja.

Sanhati, the name of the second initiative, means solidarity. Every year several hundred or thousand crores is spent during Durga Puja mostly on decoration, pandals, food and festivity. JSW takes up a different kind of initiative wherein JSW would be promoting and rewarding those Puja committees who have contributed for social causes like water conservation, education for the poor, providing medical facilities in terms of health check-up, cleanliness drive, fighting against dengue and generating vocational training for the women and needy.

Speaking about the initiative, Gautam Mukhopadhyay, Regional Head of East – JSW Cement said, “At JSW Cement, we take conscious steps to support and empower communities, reducing social and economic inequalities. Festivals like Durga Puja give us an opportunity to connect with our customers to do something more meaningful in addition to the festive celebrations. Both these initiatives are an attempt by JSW Cement to raise awareness about various social causes and add to the festive cheer in the local communities.”

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