The Durga Utsav campaign by AMIRA saw thousands of people throng to the specially designed stall at the Durga Pujo pandal in Ballugunj Cultural Centre, Lake View Road, Desopriyo Park, Kolkata.
AMIRA conceptualized several fun, one-minute contests around rice grains to engage lakhs of visitors who visited and spent quality time at the AMIRA stall. A special dance and music talent show was also organized during the Puja to spot the Dhunuchi Nritya Rani and Dhaki Beats Raja. These events witnessed large participation from the visitors at the pandal and were much appreciated by the locals.
“Durga Puja in Bengal is more than just a campaign for us, it is a celebration of everything beautiful that we look forward to creating with our consumers. By partaking in the festivities, we want to be a part of their daily lives and all that makes them happy”, said Mr Karan Chanana, Chairman AMIRA Nature Foods.
More than 40 kgs of AMIRA rice were used in the preparation of biryani which were served to over 1 lakh pandal visitors across four days.
“The biryani sampling gave people a first-hand demonstration of our commitment to our passion for purity. This is the power of food connect which enables us to bond people and cultures across the regions” added Mr Chanana.
Founded in 1915, Amira has evolved into a leading global provider of branded and packaged Indian specialty rice, with sales in over 40 countries today. Amira sells Basmati rice, which is a premium long-grain rice grown only in certain regions of the Indian sub-continent, under their flagship Amira brand as well as under other third party brands. Amira sells its products primarily in emerging markets through a broad distribution network. Amira’s headquarter is in Dubai, United Arab Emirates, and it also has offices in India, Malaysia, Singapore, the United Kingdom, and the United States. Amira sells in 40 countries throughout Asia Pacific, EMEA, and North America with the brand’s presence in more than 25 countries. The company plans to expand to over 70 countries by 2017.