Kolkata, 15th October 2026: 18 artisans join Eveready Ultima’s “Historic Toys, Iconic Power” initiative to give traditional play a new life for today’s children, powering them with Eveready Ultima batteries
In an unprecedented convergence of ancient Indian heritage and modern technology, Eveready Industries India Ltd. has launched its latest innovative breakthrough for children: Limited Edition Heritage Remote-Controlled Toys. Unveiled amidst the vibrant celebrations of Durga Puja in Kolkata – a celebration of the mother filled with exemplary displays of music, art and culture across Pandals, this bold initiative breathes new mechanical life into iconic, centuries-old indigenous crafts—specifically The Terracotta horse, the The Bengal Owl, and The Raja Rani dolls—by upgrading them with high-performance battery power.
While these heritage folk crafts and toys are core to the art and culture of Bengal, and a familiar sight in many homes, the cultural relevance and craftsmanship behind them is less familiar to today’s younger generation, who are growing up with remote-controlled cars, bikes and battery-operated gadgets. This traditional art form is losing its relevance with youngsters. Crafted by generations of artisans, these folk-art creations carry a distinct character, cultural significance and artistic soul that mass-produced plastic toys cannot replicate.
Recognising this cultural and economic gap, Eveready integrated its advanced Ultima battery power into these historic clay and wooden frameworks. The results are magical: for the first time in history, the legendary Terracotta Horse can gallop forward, the vibrant wooden Raja Rani Dolls gracefully dance, and the auspicious Bengal Owl darts dynamically across the floor. By adding a remote control, Eveready has translated ancient folk art into the modern language of play. It is an iconic brand’s effort to bring back excitement and awareness to a heritage art form with the new generation as well as bolster the livelihoods of the artisans who handcraft these toys.
The initiative brings into focus Eveready Ultima batteries – the most powerful battery made in India, are specifically designed for high drain devices like toys, gaming controllers, medical devices and so on.
Commenting on the initiative, Anirban Banerjee, CEO, Eveready Industries India Ltd., said, “Our goal was to bridge the gap between India’s glorious past and energetic present. Traditional Indian folk-art crafts possess a soul and a history that mass-produced plastic imports simply cannot replicate. By bringing together the glorious craftsmanship of the 18 artisans who worked on this project and introducing our Ultima battery power to these toys, we aren’t just making them move; we are helping bring heritage closer to a new generation and showing how India’s rich cultural legacy can capture the imagination of today’s children.”
The creative vision behind the initiative was developed in collaboration with Ogilvy, bringing together cultural insight and a contemporary understanding of how children engage with play. Sukesh Nayak, Global Chief Creative Officer (GCCO), Ogilvy, said, “This project is a masterclass in purposeful innovation. We didn’t want to change what makes these folk-art crafts beautiful – their distinct forms, bold colours and cultural significance. Instead, we used Eveready’s modern power to give them a new voice. Enabling these heritage creations to dance and move via remote control makes our folk-art heritage more accessible, engaging and relevant to today’s children.”
Eveready unveiled the remote-controlled heritage toys at the Mudiali Club Durga Puja pandal in presence of actress Raima Sen. Sharing her excitement, Raima Sen said, “I am overjoyed to see these beautiful folk-art creations come to life! Growing up, I was surrounded by them. My grandmother, Suchitra Sen, would always bring me one whenever she travelled out of town for a shoot or for a holiday. These toys have such a rich artistic and cultural legacy. It is wonderful that Eveready and this team of Artisans have reimagined these familiar creations in a way that can spark curiosity and excitement among today’s children.”
The Limited Edition Toys will be available exclusively at Eveready’s stalls at 95 Pally and Mudiali Club during Durga Puja. Both 95 Pally and Mudiali Club Pujo Pandals have always supported and celebrated heritage art forms as can be seen from their Pandal themes and were excited to come forward and support Eveready towards this cause. Pandal visitors can indulge in hourly on-ground games and interactive engagement activities at the stalls and get opportunity to win these toys as gifts. The Limited Edition Toys are not available for sale commercially.
Through this initiative, Eveready is ensuring that the country’s ancient craftsmanship does not fade away into history but instead marches powerfully into the future.
