Kolkata, 15th October 2026: This Durga Puja, Ujjivan Small Finance Bank brings the iconic sounds and spirit of Bengal’s biggest festival to life through ‘Dhak of Bengal’, an immersive installation at the Sarbojanin Puja Pandal, Newtown, from 14th to 21st October 2026.
As part of its Durgapujo Branding Campaign, the initiative aims to create an engaging experience that moves beyond conventional brand advertising and allows visitors to interact with the sounds that define the festive spirit of Durga Puja.
At the heart of the experience is a 8ft x 6ft artistic Dhak, designed as the hero installation, hand-painted with traditional Bengali artwork and framed by floral décor and warm LED lighting. The installation is complemented by an interactive sound zone, where visitors can press any of the four illuminated interactive points to trigger traditional Puja sounds, including Dhak, Shankho, Ghanta and Kashor.
The experience is aimed at these individual sounds together to create an immersive soundscape, where every press lights up and plays a live Pujo sound, offering visitors an opportunity to hear, touch, experience.
The installation is expected to witness approximately 50 lakh visitors over the 8 days period.
Through ‘Dhak of Bengal’, Ujjivan Small Finance Bank aims to create a “stop, experience, while celebrating the distinctive cultural soundscape of Durga Puja.
Commenting on the occasion, Lakshman Velayutham, CMO, Ujjivan Small Finance Bank, said, “At Ujjivan, we believe that sound has the power to create an emotional connection and make a brand experience more memorable. Our ‘Sound of Ujjivan’ identity is rooted in this belief, and with ‘Dhak of Bengal’, we are taking that thought into a cultural setting that is deeply meaningful to Bengal. The Dhak, Shankho, Ghanta and Kashor are more than sounds of Durga Puja they are an integral part of the emotions, energy and togetherness that define the festival. Through this immersive experience, we wanted to bring these familiar sounds to life in a way that people can interact with, experience and share, while celebrating the spirit of Puja.”
The experience also features Ujjivan Small Finance Bank’s logo and brand colours, tastefully integrated into the Dhak, platform and interactive points, along with warm festive greetings, creating a seamless connection between the festive installation and Ujjivan Small Finance Bank’s brand narrative.