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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.
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Bharat Vedica launches ‘From Beehives to Bottle’ campaign
Honey brand uses honeycomb-inspired hexagon bottle and reels to celebrate nature’s craft.
MUMBAI: Bharat Vedica just bottled nature’s buzz because when bees build the perfect shape, the smartest thing a brand can do is copy the homework. Bharat Vedica, the wellness-focused organic brand under A Patel Venture, has rolled out a digital-first campaign titled ‘From Beehives to Bottle’ that traces honey’s journey from blossom to breakfast table. The storytelling series of Instagram reels follows bees collecting nectar, the transformation inside the hive, and the final bottling turning a quiet natural process into engaging short-form content.
At the centre of the narrative is the brand’s new hexagon-shaped honey bottle, directly inspired by the honeycomb’s geometry widely regarded as one of nature’s most efficient designs. The shape serves as both packaging innovation and visual metaphor for precision, balance and harmony in every drop.
Nutritionist Kiran Kukreja (Nutty Over Nutrition) appears in the campaign content, explaining raw honey’s everyday benefits and its role in modern wellness routines.
The reels have driven strong performance on Instagram, with the brand recording a high double-digit month-on-month increase in follower acquisition and impressions reaching multiples of the existing base significantly boosting top-of-funnel visibility and discovery among premium consumers.
Bharat Vedica MD Arvind Patel said, “Bees build honeycombs with remarkable precision, creating a structure that represents efficiency, balance, and harmony. The hexagon bottle draws inspiration from that natural design, translating the beauty of the hive into something people can experience in their everyday kitchens.”
The refreshed raw honey range includes Ajwain Flower Honey, Rose Petal Honey, Forest Honey and Saffron (Kesar) Honey, available in 250 g and 500 g sizes. It is currently sold on the brand’s website and Amazon, with wider retail availability planned soon.
In a wellness world full of loud promises, Bharat Vedica quietly lets the bees do the talking proving that sometimes the sweetest story isn’t invented in a boardroom, it’s already humming away in a hive.
