Kolkata, Oct 18 Liebherr Appliances India has partnered with Yuba Sangha for the 68th edition of its Durga Puja celebrations, creating an immersive brand experience that brings the world of refrigeration to life. At the centre of the association is a striking, 35-foot-wide entrance tunnel inspired by the interiors of a Liebherr refrigerator. Through sensory storytelling and engaging demonstrations, the installation invites visitors to discover the brand’s innovations before leading them into ‘A Pondful’, a breathtaking, 6,000 sq. ft. artistic installation conceptualised by acclaimed artist Bhobotosh Sutar.
Bringing Innovation to Life
Moving beyond conventional product displays, the refrigerator-inspired tunnel transforms Liebherr’s technology into an experience visitors can see and feel. A gentle mist recreates the sensory essence of FreshBreeze Innovation, the brand’s latest feature designed to help maintain the freshness in fruits and leafy vegetables. Further along, a visual demonstration using harmless theatrical mist brings alive Hot to Cool, illustrating how piping-hot milk can be placed directly inside the refrigerator. Together, these experiences turn familiar household functions into engaging moments of discovery, showcasing Liebherr’s approach to making advanced refrigeration technology relevant to everyday life.
“Durga Puja is one of Kolkata’s most celebrated cultural occasions, bringing together art, creativity and communities on a remarkable scale. Through our association with Yuba Sangha, we wanted to create an experience that visitors could engage with beyond a conventional brand showcase. The immersive refrigerator-inspired tunnel brings Liebherr’s innovations to life through engaging demonstrations of FreshBreeze Innovation and Hot to Cool feature, allowing visitors to experience our technology distinctively. It is exciting to see how innovation and creative storytelling can come together to create a memorable experience for visitors during this festive celebration,” says Amit Sarkar, Regional Business Head, East & South, Liebherr Appliances India.
A Story of Preservation Through Art and Innovation
Beyond the tunnel, the experience unfolds into ‘A Pondful’, which reimagines Bengal’s traditional ponds as spaces rich in ecological, cultural and community significance. Through a floating, pond-inspired installation combining art, projections, sound and live performances, Bhobotosh Sutar draws attention to the gradual disappearance of these water bodies and their enduring place in Bengal’s collective memory.
Spread across approximately 6,000 sq. ft., the installation offers an evocative interpretation of the relationship between people, nature and shared cultural spaces. Its distinctive artistic execution has earned it recognition among Kolkata’s Top 10 Durga Puja pandals, selected from approximately 80 prominent installations this year.
The journey connects two distinct expressions of care: Liebherr’s focus on freshness and food preservation, and the pandal’s reflection on sustaining natural ecosystems and the communities they nurture. From preserving freshness to preserving what matters, the association brings innovation and artistic storytelling together in a memorable visitor experience.
Kapil Agarwal, Managing Director – Sales, Liebherr Appliances India Pvt. Ltd., said, “At Liebherr, we believe innovation becomes truly meaningful when people can experience it firsthand. Through our association with Yuba Sangha, we wanted to bring our refrigeration technologies to life in an engaging and memorable way.”
Mrs Soumita Choudhury, Spokesperson, Yuba Sangha said, “Durga Puja is a celebration of Bengal’s artistic heritage, creativity and community spirit. Our concept, ‘A Pondful’, seeks to highlight the cultural and ecological importance of traditional ponds, which have been an integral part of Bengal’s landscape and collective memory. We are delighted to collaborate with Liebherr Appliances, whose innovative approach to freshness and preservation complements the larger message of nurturing and sustaining what matters. This association brings together technology and artistic expression, creating an engaging experience for visitors while encouraging them to reflect on our shared responsibility towards preserving nature and heritage.”
Durga Puja transforms Kolkata into a vibrant showcase of art, craftsmanship and community. Through this association, Liebherr Appliances brings its world of refrigeration into the heart of the celebration, creating a distinctive brand experience while celebrating Bengal’s rich cultural heritage.