MAM
ITC Aashirvaad celebrates Chhath Puja with Madhubani art
Mumbai: ITC Aashirvaad has partnered with renowned Madhubani artist Padma Shri Dulari Devi to celebrate Chhath Puja. Dulari Devi led a Madhubani art workshop for budding artists and enthusiasts, promoting a deeper appreciation for this traditional art form.
Aashirvaad has also launched limited-edition atta packs featuring a Madhubani painting by Dulari Devi, depicting Chhath Puja rituals. The pack includes a QR code with insights into the festival’s heritage, rituals, and significance.
To engage the community, Aashirvaad has announced a UGC contest from 4 November to 4 December, inviting participants to submit their Madhubani artwork for a chance to win rewards. To enter, participants can give a missed call to 7097299717 and share their artwork.
ITC COO, staples & adjacencies Anuj Rustagi said, “We are excited to be a part of this cherished festival and proud to collaborate with Padma Shri Smt. Dulari Devi for this unique initiative. Her exceptional talent and profound connection to Madhubani art inspires many in this region. With this initiative we wish to encourage the young generation to embrace and carry forward these artistic practices.”
Indian artist and illustrator Padma Shri Dulari Devi said, “I am thrilled to have collaborated with ITC Aashirvaad for Chhath Puja. From designing the festive pack to interacting with upcoming artists, it has truly been an enriching experience. Initiatives like this not only celebrate the spirit of Chhath Puja but also help keep the essence of Madhubani art alive for future generations.”
Aashirvaad, known for its purity and quality, upholds traditions that bring families together. Committed to excellence, it guarantees zero per cent maida in its products, using only carefully selected grains and a hand-free packaging process to maintain hygiene and purity.
The limited-edition packs are available in stores across Bihar and Jharkhand.
MAM
Liqvd Asia wins Woodland digital mandate
Agency to handle social, influencers and storytelling for outdoor lifestyle brand.
MUMBAI: Liqvd Asia just laced up for the long trail because when Woodland wants to trek deeper into digital, it picks a partner that knows how to make every step count. Liqvd Asia, the digital-first marketing agency known for fusing creativity with performance, has been awarded the digital communications mandate for Woodland, adding another marquee lifestyle brand to its growing portfolio.
Under the partnership, Liqvd Asia will lead Woodland’s social media management, influencer collaborations, brand storytelling, platform-first content strategies, campaign narratives and community engagement initiatives. The focus is on strengthening the brand’s digital presence and deepening connections with younger, digitally native audiences while staying true to Woodland’s legacy of rugged outdoor footwear and apparel.
Woodland, head of digital marketing Nikita Malhotra Singh said, “Woodland is more than a brand; it’s a community of explorers and adventurers. We are thrilled to partner with Liqvd Asia to tell our story in more dynamic and interactive ways.”
Liqvd Asia, founder & managing director Arnab Mitra added, “Woodland is a brand with strong emotional recall in India, built on adventure, durability and authenticity. We’re excited to translate that legacy into digital conversations that feel current, engaging and culturally relevant.”
Liqvd Asia business head Monish Sanghavi noted, “With a brand like Woodland, the focus goes beyond managing platforms to shaping how the brand shows up in the digital world. We look forward to building a strong, consistent narrative that deepens connect with loyal consumers and younger audiences alike.”
The mandate comes as Woodland continues to evolve in an increasingly digital landscape, aiming to blend its decades-old recall with fresh, interactive storytelling across social platforms and creator ecosystems.
In a market where heritage brands must keep pace with scroll-speed audiences, Liqvd Asia isn’t just handling Woodland’s digital, it’s helping the brand trek from dusty trails to trending feeds, one authentic post at a time.
