Netizens give a thumbs up to Durga Puja campaign launched by Utkalamrita

Bhubaneswar: Premium brand of Sabat Exports Private Limited, Bhubaneswar – Utkalamrita – has launched a special Durga Puja campaign covering the theme of women empowerment for this Puja 2022. This campaign has been shot extensively in collaboration with world famous Odissi and Sambalpuri folk dancer Saswat Joshi and his production house, SJI Production House.

Starting from Pre-Mahalaya, Utkalamrita launched first a happy puja wish video in Odia on Instagram which has gone viral and as of now stands at 42.2K likes with a whopping 547K views and growing.


On Mahalaya Day, Utkalamrita launched a special video giving the relevant message of women empowerment with the background score taken from Amitabh Bachchan’s Pink movie’s “Tu Chal”. In this powerful visually appealing video, Utkalamrita through various models’ portrayals, shows the struggles and triumphs that come with discovering oneself (“Tu khud ki khoj mein nikal…”).


Thereafter, the following music and mantras have been used to drive the theme of empowering women, interspersed with fun and festive dance songs too:


On Nabaratri Day 1: Argala Stotram- Durga verses which help remove obstacles with famous chants “Rupam Dehi, Jayam Dehi…”


On Nabaratri Day 2: Mahishasura Mardini Stotram- Durga verses which help bring peace and remove fear with famous chants “Aigiri Nandini…”. Portrayal was of Draupadi & her defiance.


On Nabaratri Day 3: “Ghoomar” song from Padmaavat portraying happy mood of Puja.


On Nabaratri Day 4: Saswat Joshi’s expressive abhinaya and movements with “Jhuna” to the tune of “Aigiri Nandini” version by Sachet Parampara – famous singers.


On Nabaratri Day 5: “Nagaada Sang Dhol” song from Ram Leela again portraying happy mood of Puja.



On Nabaratri Day 6: Again a different and serious version of “Aigiri Nandini”.


On Nabaratri Day 7: Alone Saswat Joshi’s expressive act with “Diya” in hand to the tune of “Tu Chal” by Amitabh Bachchan.


On Maha Ashtami: Full group’s happy video with Hulahuli and playing of Ghanta, along with chants of “Maa Durga ki Jai”


On Maha Nabami: “Dasara Dhol” Sambalpuri beats used and a happy video was released.


On Dussehra: Asima Panda’s famous song “Asa Go Mo Durga Maa” used and a happy video was released.


The campaign showing the splendour of Odisha handloom sarees from Utkalamrita’s Puja collection along with driving messages of women empowerment and rich portrayal of Odia culture, has been much appreciated by netizens.


While the photography and reels were done by WAPI Films, the photo edits were by Johnson Routray from Team Utkalamrita. Alongwith Saswat Joshi & MD of Sabat Exports – Amrita Sabat, the models from SJI Production House who featured in the campaign were Suchana, Teju, Lipsa, Swapna, Soumya and Miss India Nayantara Second Runner-Up Fatima.
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