Aashirvaad, ITC’s flagship packaged atta brand, has deepened its cultural engagement with the iconic Puri Rath Yatra through a first-of-its-kind initiative, ‘Bhakti Pathe’—a tech-enabled, immersive spiritual experience. Held near Bada Sankha More, Grand Road in Puri from June 27 to July 5, the activation bridges traditional rituals with modern digital innovations.
The initiative features a “Prasad-Making Zone,” allowing devotees to virtually prepare and offer Lord Jagannath’s favourite prashads using Aashirvaad Shudh Chakki Atta. The journey culminates with a holographic darshan of Lord Jagannath, Balabhadra, and Subhadra on their chariots—offering a deeply emotional and accessible devotional moment powered by AI, gamification, and immersive visuals. Anuj Rustagi, COO, Staples & Adjacencies, Foods Division, ITC Ltd., said, “With ‘Bhakti Pathe,’ Aashirvaad is making devotion inclusive by merging sacred rituals with technology.”
In Guwahati, where Aashirvaad enjoys strong brand loyalty, the campaign has been well-received. Retailers observed a noticeable uptick in consumer interest around festival-centric promotions, particularly for traditional food items. The interactive nature of the campaign is also resonating with younger consumers, driving engagement and boosting shelf visibility in key outlets. Aashirvaad continues to strengthen its staples portfolio across atta, spices, salt, millets, and ready-to-eat products.
