Kolkata Radio Channel and Rajnigandha presents BIG GREEN DURGA 2010

Kolkata Celebrities inaugurate Green Durga Puja
The beautiful BIG GREEN DURGA idol made of used paper contributed by Kolkata's paras was unveiled at Salt Lake City Center by well-known celebrities

Reliance Broadcast Network's radio arm 92.7 BIG FM and rajnigandha presents "BIG GREEN DURA 2010" a platform to spread the message of celebration with conscience.Kolkata waits for Durga Puja all year round. Every autumn the city puts aside its cares and worries, decks up in its best finery and abandons itself to 5 days of joyous celebration and indulgence. Inevitably, the frenzy comes to an end on Bijoy Dashami when we immerse Maa Durga in the river with the promise of welcoming her again next year -"Aaschhe bochhor aabar hobey" .What we forget in the midst of the revelry is that unwittingly we are harming the very river which is the lifeline to our city. With every idol that is immersed the river is choked with mud toxic paint and other synthetic and chemical residue. To build awareness about this concern and encourage the public to choose to go in for idols that are made of eco friendly materials that will cause far less harm 92.7 BIG FM (the radio arm of Reliance Broadcast Network Ltd) and rajnigandha presents BIG GREEN DURGA.

Kolkata, West Bengal, October 11, 2010 /Washington Bangla Radio / India PRwire/ -- Reliance Broadcast Network's radio arm 92.7 BIG FM and rajnigandha presents "BIG GREEN DURA 2010" a platform to spread the message of celebration with conscience. Kirloskar Green is the Energy partner. The Property conceptualized and marketed by BIG LIVE (the experimental marketing arm of Reliance Broadcast Network Ltd) has all its media verticals coming into play to ensure this worthy thought permeates into consumer lives through multiple touch points.

Kolkata waits for Durga Puja all year round. Every autumn the city puts aside its cares and worries, decks up in its best finery and abandons itself to 5 days of joyous celebration and indulgence. Inevitably, the frenzy comes to an end on Bijoy Dashami when we immerse Maa Durga in the river with the promise of welcoming her again next year -"Aaschhe bochhor aabar hobey" .What we forget in the midst of the revelry is that unwittingly we are harming the very river which is the lifeline to our city. With every idol that is immersed the river is choked with mud toxic paint and other synthetic and chemical residue. To build awareness about this concern and encourage the public to choose to go in for idols that are made of eco friendly materials that will cause far less harm 92.7 BIG FM (the radio arm of Reliance Broadcast Network Ltd) and rajnigandha presents BIG GREEN DURGA.

BIG FM RJ Arnabi (Kolkata Top 30,5pm to 9 pm) kicked off the campaign with the announcement that she will make a beautiful idol of Maa Durga this year with used paper and thus start a gradual movement towards celebrating Kolkata's favorite festival without harming Kolkata's environment "Kaagojer Durga Baanaabo,Kolkata'r Poribesh ke Bachabo" (Let's make a Durga Idol out of paper and work towards saving Kolkata's environment.

92.7 BIG FM visited paras (neighborhoods) across the length and breath of the city collecting used paper and newspapers that would be transformed into a beautiful eco friendly paper mache idol of Maa Durga by artisans of Kumartoli decorated with non toxic paint and other eco friendly materials. This was promoted through high frequency radio promos on 92.7 BIG FM.

BIG FM RJ Arnabi further heightened the hype by hosting her show (Kolkata Top 30,5pm to 9pm Mon-sat) live from Kolkata's top puja paras (neighborhoods) every day for 2 weeks. In her show she spoke about the BIG GREEN DURGA initiative while bringing to her listeners glimpses of Puja preparations from the top puja committees and residents of the area.

The month long campaign involved radio, ground activation OOH, print sms push and online promotion on facebook, twitter and youtube.

The beautiful BIG GREEN DURGA idol made of used paper contributed by Kolkata's paras was unveiled at city Center Salt Lake by well known celebrities on 10th October 2010.Maa Durga will now preside over a three day BIG Green Durga festival from 10th to 12th October featuring various entertainment that will combine celebration with a bit of eco consciousness.

The unveiling was followed by the inauguration of the BIG GREEN GRAFFITI WALL by celebrated contemporary artist Elena Banik with her eco conscious creation. The wall will be open to visitors to City Center Salt Lake over the next 3 days to add their own green messages and paintings.

The evening came to a high point with a Pujor adda with eminent Kolkata celebrities such as Arjun & Nilanjana Chakraborty, Bhaswar Chatterjee, Locket Chatterjee, Chaitali Dasgupta and Anasua Chowdhury.

The next 2 days get more and more exciting with this year's National Award winning singer Nilanjana Sarkar aka BIG FM RJ Neel performing for the first time in her hometown Kolkata after the Award was announced, the BIG Green Fashion Show featuring Fashion partner Artisana's creations using natural fibers and dyes and a performance by all women band Maadol.

During Durga puja ie, from 13th to 16th October the BIG green Durga idol will travel back around Kolkata to all the paras from where 92.7 BIG FM had collected paper to make the idol so that the public can see what a beautiful contribution they have made to their beloved city.

Speaking on the occasion Ms Sridatri Banerjee, Radio Operation Head east 92.7 BIG FM said," This is the start of a BIG idea that we will build into a movement year on year. This year itself several Puja committees have chosen to go with lead free paint for the idols. As Kolkata's favourite radio station and a responsible media entity this is 92.7 BIG FM's way of giving back to our much loved city and we are simply overwhelmed by the response and support we have got from people."