Aashirvaad Atta brings Rath Yatra tradition alive with immersive campaign

MUMBAI: Some brand campaigns stop at storytelling. This one invited devotees to help turn the wheels. ITC’s Aashirvaad Atta brought tradition and technology together at this year’s Puri Rath Yatra, transforming an age-old ritual into an immersive experience that placed visitors at the heart of the sacred Rath Nirman journey.

As part of its ‘Gunatmaka Paramparaa’ campaign, Aashirvaad Atta concluded a large-scale experiential activation at the Puri Rath Yatra, celebrating the craftsmanship of the Vishwakarma Maharana community, whose artisans have preserved the centuries-old tradition of building Lord Jagannath’s chariots across generations.

At the centre of the installation was a 360-degree hemispheric projection dome, combining physical and digital stone chakkis, synchronised Rath wheels and sensor-based technology. Visitors entered in groups and collectively rotated the chakkis to unlock a 210-second immersive presentation recreating the construction of the sacred Rath before culminating in a virtual darshan and the Rath Yatra procession along the Bada Danda.

The experience highlighted the meticulous craftsmanship behind Rath Nirman while drawing a symbolic connection between the traditional stone chakki and the Rath wheel, both representing quality, care and precision passed down through generations. The campaign aligned this narrative with Aashirvaad Atta’s longstanding ‘Quality Ki Guarantee’ positioning.

According to the company, more than 13,750 devotees participated in the immersive activation, while the broader Gunatmaka Paramparaa campaign engaged over 86,500 visitors during the festival.

The activation extended beyond the physical installation through digital engagement. Participants received personalised ‘Quality Ki Guarantee’ certificates and Rath Yatra greetings via WhatsApp, creating a lasting digital memento of their visit.

As part of the initiative, Aashirvaad Atta also honoured the Vishwakarma Maharana artisans with certificates of recognition and provided each artisan’s family with a one-year supply of Aashirvaad Atta, acknowledging their role in preserving one of India’s most revered cultural traditions.

The campaign reflects a growing trend among brands to move beyond conventional advertising by creating culturally rooted, technology-led experiences that encourage participation rather than passive viewing. By blending heritage, immersive storytelling and digital engagement, Aashirvaad Atta turned one of India’s oldest festivals into a platform for both cultural celebration and experiential brand building.