Campaign Overview
On 17 October 2026, Apsara, a stationery brand, unveiled the “Amaar Haate Amar Puja” (Pujo through my hands) campaign in Kolkata. The initiative aimed to celebrate children’s imagination by repurposing colourful shavings from Apsara Matt Magic pencils into artistic creations, thereby showcasing how an everyday material can become a medium for artistic expression.
Creative Execution
Children from ten art schools across Kolkata collaborated with guiding artists to produce thirty distinctive artworks. The pieces drew inspiration from the city’s cultural heritage and Durga Puja festivities, depicting traditional festive motifs as well as iconic landmarks such as the Howrah Bridge and the city’s historic trams. Each artwork was photographed and reproduced as a large‑format installation.
Public Installations
The completed installations were installed along the pathways of two prominent Durga Puja pandals—Ultadanga Bidhan Sangha in North Kolkata and Selimpur Pally in South Kolkata—allowing visitors to experience the children’s creativity as part of the festive décor. In addition, an interactive Maa Durga installation at Ultadanga Bidhan Sangha invited visitors of all ages to contribute colourful pencil shavings to a collective portrait of the Goddess, turning spectators into co‑creators.
Documentation and Brand Message
The entire creative journey—from the workshops in art schools to the public displays and visitor participation—was captured in a campaign film that highlights imagination, community involvement, and the transformative potential of simple materials. Through this campaign, Apsara reinforces its brand positioning as a facilitator of creative exploration for young creators.
Brand Background
Apsara offers pencils and other writing and drawing products, with the Matt Magic line serving as the focal point of this initiative. (Disclaimer: The press release is provided under an arrangement with NRDPL; PTI assumes no editorial responsibility.)