MAM
AWL brings tech-powered tradition to Rath Yatra with Fortune and Alife
MUMBAI: What do you get when a 12th-century chariot festival meets mixed reality and Kakara Pitha? A Fortune-branded pilgrimage into the future. In a dazzling collision of devotion and digital innovation, AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.) is pulling out all the stops at Rath Yatra 2025, unveiling a seven-element campaign that transforms Puri’s spiritual carnival into an immersive brandscape. From 40-foot installations and live kitchens to VR bhog offerings and anamorphic beach content, this isn’t just festive marketing, it’s a full-blown sensory yatra.
At the heart of it all lies the Fortune Zone, a monumental hub on Grand Road featuring three standout experiences. Devotees can cook virtual mahaprasad using Fortune ingredients in mixed reality, offer it inside a simulated Jagannath Temple, and walk away with a real sample of the same dish. Then there’s a live cooking contest where pilgrims pit their culinary skills against each other in crafting Kakara Pitha, Odisha’s traditional sweet treat.
“We’ve evolved from offering just a VR tour to delivering a full multi-sensory experience that blends faith and food,” said AWL Agri Business Ltd joint president of sales & marketing Mukesh Mishra. “Our hyperlocal lens helps us engage meaningfully, and Rath Yatra is a perfect convergence of our brand’s cultural and culinary ethos.”
Also in the mix is Alife, AWL’s personal care brand, offering a beachside Changing Station for post-dip refreshment and a fleet of Fortune-branded e-rickshaws to ferry devotees around Puri because comfort is the new seva. On Puri beach, a giant LED screen beams anamorphic content, giving digital dazzle to the devotional ambience.
With brands like Fortune and Alife leading the charge, AWL’s campaign exemplifies the next frontier in festival marketing where participation trumps promotion and storytelling lives at the intersection of ritual and tech.
This isn’t just a company showing up at a festival. It’s a brand redesigning the pilgrimage experience, one VR ladle, LED lens, and Kakara Pitha at a time.
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
