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Vivel celebrates the epitome of women empowerment with the modern day Durga The initiative aligns with the brand’s core philosophy of Ab Samjhauta Nahin

Kolkata, October 11, 2018: ITC’s leading personal care brand, Vivel celebrates the modern day Durga in her most powerful avatar symbolising ‘Shakti’. The brand salutes the women, who have not only empowered themselves but also continue to inspire others. The initiative aligns with the brand’s core philosophy of Ab Samjhauta Nahin.

The idol of Goddess Durga, adorned with the “Weapons of Empowerment” graciously shared by the women who have dared to unleash their inner ‘shakti’ to follow the uncompromising path of their dreams and ambitions, creates a compelling narrative. A narrative that intricately weaves the success stories of these strong and powerful contemporary women personalities, to inspire others to discover their own inner ‘shakti’ and conviction.

The brand philosophy of Ab Samjhauta Nahin is designed to encourage and inspire women to question the limits that they have been conditioned into accepting. Vivel continues to empower and educate women to challenge stereotypes and enable self-action. It celebrates the women’s uninhibited inner strength and power while actively supporting their right to lead an equal life. ‘Ab Samjhauta Nahin’ embodies an implicit belief that that no one should have to compromise on their dignity or feel discriminated against with regards to a fulfilling and, wholesome life.

On the auspicious occasion of Durga Puja, ITC’s Vivel introduced its innovative campaign – weapons of empowerment, by unveiling an inspiring new avatar of the powerful deity, in the city of Kolkata. The weapons in each hand of the deity Durga have been reimagined and replaced with empowering weapons that represent different walks of life where women are either pioneers or have excelled.

Actress Sohini Sarkar, said on the occasion, “This initiative by Vivel is truly empowering. This celebration of Ma Durga’s Astra Daan with all these modern-day weapons celebrates the inner power of the new-age woman, who has achieved everything without making compromises.

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