Eveready has launched a women’s safety campaign for the Durga Puja celebrations in Kolkata, collaborating with popular pandals such as Dumdum Park Tarun Sangha, Hindustan Park, and Jodhpur Park-95 Pally. The initiative involves replacing traditional male presenters of public announcements with female voices, featuring renowned singer Usha Uthup and Bengali actress Ritabhari Chakraborty. Their audio messages address the everyday challenges faced by women in crowded environments, emphasising the importance of respect and safety.
“Durga Puja celebrates the power of Goddess Durga, a symbol of strength and protection. As a brand with a Purpose, at Eveready, we believe that women should feel empowered to protect themselves, and our Siren Torch is designed to give them the confidence to do so. This campaign is our way of contributing to the safety of women during the biggest festival of Bengal, and we are honoured to have icons like Usha Uthup and Ritabhari Chakraborty lending their voices to this important cause,” Anirban Banerjee, senior vice president & business unit head – Battery & Flashlight said.
The campaign includes messages like encouraging attendees to maintain decorum and take responsibility for their valuables. To further ensure a safe atmosphere for women, Eveready has established the Siren Squad, a group of volunteers tasked with overseeing women’s safety and crowd management within the pandals. These volunteers will wear T-shirts printed with the campaign’s messages, reinforcing the initiative’s focus on creating a respectful environment during the festive season.
Usha Uthup stated “For me, Durga Puja is all about love, light, and joy. It’s a festival that brings people together, but it’s also a time to reflect on the importance of protecting and empowering women. The Eveready Siren Torch stands as a symbol of that empowerment, giving women the confidence to raise their voices and ensure their safety. I’m proud to be a part of this initiative because every woman deserves to feel as powerful as Durga herself, especially during a festival that celebrates her.”