Kolkata
: Durga Puja, Bengal’s grandest festival, is
incomplete without the resounding beats of the dhak. The dhakis,
Bengal’s traditional drummers and the keepers of Pujo’s festive rhythm and spirit, breathe life into every
pandal, yet their craft often remains unrecognized. This year, ITC Sunrise has
taken a pioneering step to change that narrative with Sunrise Dhaki Utsav, a one-of-its-kind cultural initiative that
celebrates the Dhakis as the very soul of Durga Puja while reinforcing the
brand’s deep cultural bond with the people of Bengal.
On the auspicious day of Mahalaya,
Sunrise marked the beginning of Durga Puja festivities with a historic Sunrise Dhaki Utsav at Kumartuli Ghat, where many Dhakis came together to perform in perfect
harmony. The
spectacle was led by globally acclaimed percussionist
Tanmoy Bose, accompanied by Padma
Shri Gokul Dhaki. Together, they unveiled a specially composed Durga Puja Anthem for Sunrise- a
heartfelt tribute to Bengal’s most cherished festival.
The atmosphere at
Kumartuli Ghat was electrifying as the thunderous beats of the dhak reverberated across the
riverfront. The setting itself carried profound meaning: Kumartuli, the cradle
of idol-making, witnesses the sacred rituals of Tarpan and Chokkhudan
on Mahalaya, symbolising the awakening of Maa Durga. Against this backdrop of
devotion and artistry, the synchronised rhythm of dhaks rose beyond performance — becoming a collective salute to
the tradition that keeps Pujo’s spirit alive.
Commenting on the campaign, Mr. Piyush
Mishra, Business Head, ITC Spices, said, “Durga
Puja Festival transcends celebration – it is an emotion woven through rhythm
and tradition. With Dhaki Utsav, Sunrise aims to spotlight the dhaki’s who
define this festive soundscape. Watching so many artists perform together is a
treasure that will echo through the festivities for years. The performance
underscored Sunrise’s commitment to preserve Bengal’s intangible cultural
heritage, elevating the timeless rhythm of the dhak into a symbol of honour and
recognition.”
Tanmoy
Bose, Master Percussionist, added: “I
feel truly privileged to be part of ITC Sunrise’s Dhaki Utsav. Leading so many
drummers in unison was an experience I will always cherish. What makes me
happiest is that this initiative has given these artists the recognition they
have long deserved, while also creating a moment that celebrates the very soul
of Bengal’s Pujo spirit.”
Padma Shri Gokul Dhaki said, “For us Dhakis, Pujo is life. To see our art celebrated at such scale,
in such a sacred setting, is an honour beyond words. This initiative by Sunrise
ensures our rhythm will be remembered as the pulse of Bengal’s culture.”
With this
never-seen-before initiative, Sunrise has not only created a festive anthem but
also etched a new cultural legacy- one
that celebrates tradition, honours artisans, and strengthens Bengal’s vibrant
festive spirit.
Over the past few years,
Sunrise has consistently championed initiatives that celebrate inclusivity and
cultural pride. From introducing Bengal’s first Mahila Purohit who performed Durga Puja, to empowering women
through basic self-defence training under the Durgatinashini campaign, the brand has sought to break barriers and
honour tradition in progressive ways. This year, with the historic Dhaki Utsav, Sunrise takes yet another
milestone step—uplifting the dhaakis whose beats embody the very spirit of Durga
Puja. As a brand born out of Bengal, Sunrise remains deeply committed to
preserving and celebrating the state’s rich heritage and timeless traditions,
while ensuring that the custodians of this culture continue to receive the
honour and recognition they deserve.
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