Guwahati, Oct 17: The Dhak is the first sound of Durga Puja. It announces the Goddess, accompanies the rituals and draws a whole community into celebration. Generations recognize that beat. Far fewer know the people behind it.
According to a market survey done by AmritCem, one in three Dhakis can't even remember their last Durga Puja at home. Some haven't been home for Puja in 25 years. For many of them, the festival means travelling to other people's celebrations, while their own families wait.
This Durga Puja, AmritCem is bringing these artistes into the spotlight with “AmritCem Puja Champion”. The campaign began with a hero film, released on October 10, 2026, that film that pays tribute to the Dhakis, the unsung Champions of Puja.
On Maha Shasthi, October 16, 2026, the film’s tribute moves from screen to street. The AmritCem Puja Champion Dhaki Parikrama will honour 20 Dhakis, 10 each in Guwahati and Silchar.
The Parikrama
In each city, an AmritCem-branded Traveller will carry the Dhakis to five or six prominent pandals. At every stop, they take centre stage:
• Thunderous drumbeats that fill the pandal
• A friendly Dhak battle between the Dhakis
• Emcee-led fun and games with the crowd
• Their own stories, told in their words: what Puja means to them, and what it has cost them
Lunch and gifts
The Dhakis will share a lunch, a rare moment of rest in the busiest days of their year. They will also receive gifts.
The felicitation
The day will close with a felicitation ceremony. Each Dhaki will receive a commemorative memento and a traditional gamosa. Their journeys, experiences and relationship with the craft will be documented, giving audiences a face and a story to connect with the rhythm they know so well.
Shri Pradeep Bagla, Managing Director, Amrit Cement Limited, said, "The Dhaki brings a powerful rhythm to the celebration, one that carries faith, memory and belonging across generations. Our association with 'AmritCem Puja Champion' comes from a shared belief: the people who build our celebrations deserve a place at the heart of them. For us, being a Champion of Progress also means recognizing the hands that preserve our traditions."
For AmritCem, the idea is simple. Cement gives strength to what a community builds. The people behind its traditions give that creation a soul. "AmritCem Puja Champion" invites Guwahati and Silchar to look beyond the beat and meet the Dhaki behind it.
About AmritCem: AmritCem, the flagship brand of Amrit Cement Limited, stands for Cementing Performance: in what it builds, and in the communities, it builds with. For over 15 years, AmritCem has been a cornerstone of Northeast India’s cement industry, known for its high-quality products and CSH Gel Technology. Backed by a state-of-the-art manufacturing facility in Meghalaya’s Jaintia Hills, with an annual capacity of 1.5 million tonnes and its own 10 MW captive power plant, the company is guided by its 7 Ts philosophy and a mission to empower every construction with strength, reliability and purpose. That same commitment extends beyond construction to the region’s people, their aspirations and their cultural life.
(The views, opinions, and claims in this article are solely those of the author’s and do not represent the editorial stance of The Assam Tribune)