Aashirvaad, India’s leading packaged atta brand from ITC Ltd., has unveiled ‘GunatmakaParamparaa’, an immersive cultural campaign inspired by Odisha’s centuries-old RathNirman tradition, as part of its continued association with the iconic PuriRathYatra. The initiative honours the VishwakarmaMaharana community, whose generations of master craftsmen have built Lord Jagannath’s sacred chariots, while reinforcing the brand’s promise of ‘Quality Ki Guarantee’ through a celebration of craftsmanship, heritage and trust.
The experience draws inspiration from the meticulous construction of Lord Jagannath’sRath and symbolically connects the Rath wheel with the traditional stone chakki, reflecting the shared values of precision, quality and nourishment. Unveiled in the presence of Odia actress ElinaSamantaray, the installation features a 360-degree hemispheric projection dome that takes visitors through the journey of Rath construction and the stories of the artisans behind it. Devotees also participate symbolically in the creation of the chariot before witnessing a visual reveal of Lord Jagannath’s compassionate eyes accompanied by chants of “Jai Jagannath.” Commenting on the initiative, AnujRustagi, Chief Executive, Staples Business Unit, Foods Division, ITC Ltd., said the campaign pays tribute to the VishwakarmaMaharana community while bringing Aashirvaad’s long-standing commitment to quality, trust and nourishment to life through an immersive cultural experience. ElinaSamantaray said the initiative meaningfully celebrates Odisha’s rich cultural heritage and recognises the craftsmanship that has preserved the sacred Rath tradition for generations.
In Guwahati, the campaign is expected to further strengthen Aashirvaad’s brand recall across Assam and the Northeast, where demand for branded staples continues to grow alongside rising preference for trusted packaged food products. Industry observers believe that culturally rooted campaigns linked to faith and regional traditions help consumer brands deepen emotional engagement, enhance customer loyalty and reinforce market positioning in the region’s competitive FMCG landscape.
