Kumari Puja has been practiced since 1901, where little girls from upper sects (Brahmins) of society were worshipped as a form of Goddess Durga. The Times of India as a changemaker wanted to bring inclusion into this celebration. I am Durga was launched to celebrate all the Durgas around us, irrespective of caste, religion, and economic status, and questioned the belief of worshipping only girls from Hindu Brahmin families.

TOI created a platform using AI tools where little girls transformed into Goddess Durga and feel included in Kumari Puja. This helped spread the message that all young girls are forms of the deity. There was immediate action and Durga Puja associations across Kolkata joined the initiative by inviting little girls who are just not from non-Brahmin Hindu families but went a step forward by including Muslim and Christian girls in the ritual.

• There was an outpour of letters from Durga Puja Associations in TOI Kolkata editorial office, appreciating the campaign. They wanted to join by inviting girls not just from non-Brahmin Hindu families, but they went a step forward by wanting to include Muslim, Christian girls.

• TOI-photographers went into Kolkata streets and asked little girls if they wanted to be Durgas. We clicked their images and transformed them, bringing smiles to their faces. TOI carried their pictures in paper, celebrating this new approach to Kumari Puja. When many sent their entries, we knew change was embraced.

• Kolkata Instagram photography-page approached us to collaborate to spread the message.

Organic Results in 4 days!

• 803K reach

• 1.19Mn video-views

• 57.8K engagements

• 350+ AI outputs of little Maa Durgas

There was no paid promotion done so it didn't look like a marketing exercise but a genuine effort for inclusion.