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
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
