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Aashirvaad Svasthi ghee adds a love aroma to Ayodhya Ram Mandir Pran Pratishtha
Mumbai: During the sacred occasion of the Pran Pratishtha ceremony at the Lord Ram Mandir in Ayodhya on this month, Aashirvaad Svasthi, ITC’s Ghee brand, is set to spread and imbue the ‘Aro-Ma of Love’ in the Temple. In a gesture of devotion, ITC will be providing Aashirvaad Svasti pure cow ghee which will illuminate thousands of Diyas (lamps) during the auspicious day marking the homecoming of Lord Ram in the newly constructed Ram Mandir.
Also, in celebration of the Ram Mandir’s inauguration in Ayodhya, ITC’s social investment program, Mission Sunhera Kal, has strengthened its collaboration with the Ayodhya Nagar Nigam. The Swachh ‘Teerth’ campaign has been launched encompassing multi-dimensional interventions. As part of this effort, over 1,000 dustbins made from recycled plastic have been distributed to local vendors. These vendors have taken a ‘shapath’ that is committed to a pledge to ensure the effective utilisation of these bins, contributing to a cleaner and more sustainable environment in the city.
As part of the Swachh ‘Teerth’ campaign, more than 200 Plastic Collection Boxes, constructed from recycled plastic and with a capacity of 290 litres each, have been strategically placed at various locations. A team of over 200 trained volunteers will be actively involved in overseeing the waste collection process. ITC has been associated with Ayodhya Nagar Nigam and collaborates with the Urban Local Body under the Memorandum of Understanding (MoU) with the Government of Uttar Pradesh. In the coming months, the installation of composters and bio-gas units is planned with the support of Ayodhya Nagar Nigam.
ITC Aashirvaad Svasthi Ghee takes pride in actively participating and enhancing the celebrations of the devotees during the Ram Nadir inauguration. To become a devotion enabler, ITC has collaborated with the Shri Ram Janmbhoomi Teerth Kshetra to contribute to the momentous occasion of the Nutan Vigrah Pran Pratishtha of Shri Ram Lallaji.
In a warm gesture to welcome all devotees visiting the sacred city of Ayodhya, ITC Aashirvaad Svasthi Ghee has adorned prominent locations with banners and signages. These welcoming displays can be found at key locations such as the airport, railway station, entrance of the Ram Mandir and other significant temples across the city.
The Pran Pratishtha ceremony in the New Ram Mandir, is a momentous event for Hindus, signifying the establishment of the life force within a deity’s idol. This transformative ritual endows the idol with divine essence, allowing it to receive prayers and bestow blessings on devotees. Believed to be enduring, the divine presence persists for eternity after the ceremony. The Ram Mandir signifies and is revered as Lord Ram’s birthplace, holds immense spiritual importance and is poised to become a key pilgrimage site, attracting devotees from across the world.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
