Brands
Bappa Ki Tayyari: ITC Aashirvaad sweetens Ganesh Chaturthi with QR aarti-booklets
MUMBAI : Modaks meet mobiles. This Ganesh Chaturthi, prayers and sweets are just a scan away.
ITC’s Aashirvaad Soul Creations has launched its #BappaKiTayyari campaign, bringing together soulful devotion and thoughtful convenience for devotees preparing to welcome Lord Ganesha.
The initiative promises to eliminate last-minute festive stress by combining curated festive delights with digital aarti booklets. “No last-minute rush this Ganesh Chaturthi… sweets, aartis and blessings, all in one place, ready for Bappa’s welcome,” promises the brand.
Families often scramble to find complete prayer verses across WhatsApp forwards or scattered YouTube videos. This year, every Aashirvaad Soul Creations delivery will include a special card with a QR code. A quick scan delivers a ready-to-use PDF Aarti Booklet in Hindi and English directly on WhatsApp, free of cost.
Additionally, the brand has curated a mouth-watering festive menu: Kesar and Coconut Modak Barfi, Puran Poli with Katachi Aamti, Motichoor Laddu and Kaju Katli.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
