Brands
Aashirvaad’s ‘Anubhuti Bhawan’ re-imagines Rath-Yatra
Mumbai: ITC’s Aashirvaad Atta, is back to celebrate Odisha’s biggest annual festival, Puri Rath Yatra 2023. The brand is known to find innovative ways to enable devotees to experience this rich cultural festival. This year too, Aashirvaad Atta presents a one-of-a-kind and unparalleled immersive ‘270-degree theatrical experience’ providing devotees with a captivating and culturally rich journey of Odisha and the grandeur of the Rath Yatra.
Through the nine days of the Puri Rath Yatra festival, devotees from across India, converge to witness the magnificent procession of Lord Jagannath. The entire state wears a festive hue and immerses itself in preparing for the yatra with deep reverence and enthusiasm. Aashirvaad Atta has been an integral part of this iconic event for several years, actively supporting and enriching the spiritual experience of the countless devotees who flock to Puri. To enhance the celebration of this year’s Rath Yatra, Aashirvaad has created a tech-enabled immersive theatre experience at the ‘Aashirvaad Odisha Anubhuti Bhavan’.
Speaking on the occasion, ITC Ltd. SBU chief executive, Staples, Snacks and Meals, Foods Business S Ganesh Kumar said, “Puri Rath Yatra is a revered religious tradition in Odisha, attracting devotees from far and wide. Like every year, this year too we wanted to provide a unique experience to all the pilgrims. With a first-of-its-kind 270-degree immersive theatre experience, Aashirvaad will enable devotees to appreciate and celebrate the rich culture of Odisha and help them take back unforgettable memories of this festival.”
Participants can enjoy this exclusive experience by participating in an interactive 4-step advantage game at the Aashirvaad Anubhuti Bhavan. On completing the game, they qualify for a unique experience, where a captivating 270-degree video awaits. Using advanced multi-direction laser technology, the devotees will get to experience stunning animations of Odisha’s cultural richness, seashores, and landscapes, through a mesmerising three dimensional representation. Through this, Aashirvaad aims to elevate the Rath Yatra celebration by combining technology and spirituality, thus providing an unforgettable and immersive experience of devotion and culture.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
