News Desk, News Nation 360: Emami Healthy & Tasty, one of India's leading food brands, launched its Durga Puja campaign -AMIE Durga at Kolkata Centre for Creativity. National Award-winning actor, Rituparna Sengupta, flagged off the campaign which endeavours to be an inspiring and memorable initiative evoking the spirit of Maa Durga amongst today’s women. The AMIE Durga month-long campaign has been at the forefront of Emami Healthy & Tasty Ultra Lite Soya Bean Oil's commitment to promoting healthy living and authentic flavours. The campaign encourages women to embrace their inner strength, resilience, and power by embodying the qualities of the Maa Durga. Under this campaign, Emami Healthy & Tasty Ultra Lite Soyabean Oil has designed an on-ground cum online consumer connect activation through a puja-themed canter road show to celebrate women's empowerment and the divinity of women. A specially designed AMIE Durga Canter will visit over 100 Paras (localities) across Kolkata and other parts of Bengal and provide a platform for women to come together and be a part of this initiative. A larger-than-life Photo Booth has been created for the participating women to showcase their Durga-inspired traits by posing in front of it and having their picture taken. By posting these pictures on social media with custom hashtags, will help spread the message of empowerment and inspire others to embrace their inner strengths. The emcee present would also conduct a quiz contest and give away Emami Healthy & Tasty gift hampers as prizes. All respondents will receive AMIE Durga branded products as a token of appreciation. Moreover, the best poses and posts will be rewarded with coveted kitchen kits. Debasis Bhattacharyya, President, of Marketing, at Emami Agrotech Ltd. stated that Maa Durga also known as Maa Annapurna is the goddess of nourishment. She personifies the importance of healthy and tasty food in our lives. Emami Healthy & Tasty Ultra Lite Soya Oil is a perfect choice for anyone seeking to align with Maa Durga's values. This product offers numerous health benefits and the best standard of quality and purity. With AMIE Durga's initiative, they are reaching out to a wider section of society to promote and encourage the brand’s philosophy of a healthy and empowered lifestyle amongst women. They are privileged to have Rituparna Sengupta amongst them to flag off the AMIE Durga campaign. She is the perfect example of a woman who celebrates the very essence of female strength, power and resilience.