18 artisans transform terracotta horses, Bengal owls and Raja Rani dolls into battery-powered toys; initiative unveiled at Mudiali Club Durga Puja pandal in the presence of actress Raima Sen
Kolkata: Blending Bengal’s rich cultural heritage with modern technology, Eveready Industries India Ltd. has introduced a unique initiative to bring traditional folk-art toys closer to today’s children. Under its Eveready Ultima campaign, ‘Historic Toys, Iconic Power’, the company has reimagined three iconic traditional creations—the terracotta horse, the Bengal owl and the Raja Rani dolls—as remote-controlled, battery-powered toys.
Unveiled during the Durga Puja celebrations at Mudiali Club in Kolkata, the initiative brings together the craftsmanship of 18 artisans and modern battery technology to give a new dimension to Bengal’s traditional toys. Actress Raima Sen was present at the launch.
The initiative aims to revive interest in indigenous toys and folk-art traditions among children who are increasingly drawn to modern remote-controlled cars, bikes and battery-operated gadgets. Although these traditional creations remain an important part of Bengal’s cultural identity, the artistic skills and heritage associated with them are becoming less familiar to younger generations.
Through this project, Eveready has integrated its Ultima batteries into traditional clay and wooden toy designs, enabling them to move through remote control. The terracotta horse can now gallop forward, the Raja Rani dolls can dance, and the Bengal owl can move dynamically across the floor.
Beyond introducing a new play experience, the initiative seeks to highlight the cultural value of traditional craftsmanship and support the artisans whose skills have sustained these art forms across generations.
Speaking about the initiative, Anirban Banerjee, CEO of Eveready Industries India Ltd., said the objective was to bridge the gap between India’s glorious past and its energetic present. He highlighted the distinctive character and history of traditional Indian folk-art creations, adding that combining the craftsmanship of 18 artisans with Eveready Ultima battery power could help make the country’s cultural legacy more engaging for today’s children.
The creative concept was developed in collaboration with Ogilvy, bringing together cultural insights and contemporary approaches to children’s play.
Sukesh Nayak, Global Chief Creative Officer at Ogilvy, said the aim was not to alter the traditional designs but to give them a new voice through technology. He noted that enabling the folk-art creations to move and dance through remote control could make Bengal’s artistic heritage more accessible and relevant to younger audiences.
Raima Sen, who attended the unveiling at Mudiali Club, expressed her delight at seeing the familiar folk-art creations brought to life. Recalling her childhood, she shared that her grandmother, legendary actress Suchitra Sen, would often bring her toys whenever she travelled out of town for film shoots or holidays. She welcomed the initiative for introducing these culturally significant creations to a new generation in an engaging way.
The campaign also puts the spotlight on Eveready Ultima batteries, which the company positions as its most powerful battery made in India, designed for high-drain devices such as toys and gaming controllers.
As part of the Durga Puja activation, the limited-edition remote-controlled heritage toys will be available exclusively through Eveready’s stalls at 95 Pally and Mudiali Club. Visitors can participate in hourly games and interactive activities for an opportunity to win the toys as gifts. The creations will not be available for commercial sale.
Both puja committees have been associated with celebrating heritage art forms through their pandal themes and have extended support to the initiative.
With ‘Historic Toys, Iconic Power’, Eveready aims to demonstrate how technology can help preserve traditional craftsmanship while making it meaningful for a new generation. By combining indigenous artistry with modern battery-powered play, the initiative seeks to ensure that Bengal’s folk-art legacy continues to inspire children in the years ahead.
