Kolkata: The unmistakable beats of the dhak, the sound of the shankho and the rhythmic ringing of puja bells are drawing attention at the Sarbojanin Durga Puja Pandal in Newtown, where Ujjivan Small Finance Bank has set up an interactive installation titled ‘Dhak of Bengal’.
Running from October 14 to 21, the installation offers visitors an opportunity to experience the traditional sounds of Bengal’s biggest festival through an artistic display that combines Bengali folk art, festive decoration and interactive technology.
The centrepiece of the installation is an 8ft by 6ft dhak, hand-painted with traditional Bengali artwork and surrounded by floral decorations and warm LED lighting. However, the main attraction lies in the interactive sound zone, where visitors can press any of four illuminated points to hear the sounds of the dhak, shankho, ghanta and kashor.
The idea is to bring together the sounds that have long been associated with Durga Puja and allow visitors to experience them beyond the usual sights of a decorated pandal. Each interactive point lights up and plays a traditional Puja sound, encouraging people to stop, participate and engage with Bengal’s festive traditions.
Ujjivan Small Finance Bank expects the installation to attract around 50 lakh visitors over the eight-day period. The initiative is part of the bank’s Durga Puja branding campaign, which focuses on creating an interactive experience rather than relying solely on conventional advertising.
Speaking about the initiative, Lakshman Velayutham, Chief Marketing Officer of Ujjivan Small Finance Bank, said the concept draws on the emotional connection people share with familiar sounds. He explained that the bank’s ‘Sound of Ujjivan’ identity is rooted in this belief, and the ‘Dhak of Bengal’ installation brings the same idea into a cultural setting closely associated with Bengal.
The bank has also incorporated its logo and brand colours into the installation, including the dhak, platform and interactive points, alongside festive greetings.
At a time when Durga Puja pandals are increasingly combining traditional themes with modern presentation, the Newtown installation offers visitors a chance to engage directly with the sounds that form an integral part of the festival’s atmosphere.
