Fortune blends tradition and technology at Puri Rath Yatra celebrations

MUMBAI: When tradition met technology, the chariot rolled into a new era. AWL Agri Business returned to Puri’s Rath Yatra this year with an expanded on-ground activation for its flagship brand Fortune, combining immersive technology, regional cuisine and utility-led services to engage the lakhs of devotees attending one of India’s largest religious festivals.

Designed as an integrated festival experience, the activation brought together Mixed Reality (MR) and Virtual Reality (VR) experiences, an AI-powered photo booth, live cooking demonstrations and public service initiatives, alongside a symbolic Rath installation created using Fortune edible oil jars and PET bottles.

At the heart of the activation was Fortune Sunflower Oil, which featured prominently across food experiences and consumer engagement zones throughout the celebrations.

One of the biggest attractions was an immersive technology zone that enabled visitors to experience the symbolic act of pulling the sacred Rath through MR and VR, allowing devotees including those unable to participate in the actual procession to engage with the festival in a different way.

Adding to the visual spectacle was a life-sized symbolic Rath installation inspired by the annual chariot festival, drawing the attention of pilgrims and tourists visiting the festival grounds.

The company also showcased Odisha’s culinary heritage through a Live Kitchen experience, where visitors sampled traditional dishes such as Kakara Pitha and Soyabean Chops, prepared using Fortune Sunflower Oil and Fortune Rice Bran Oil. Women visitors were also invited to participate in the cooking sessions, giving them an opportunity to experience the products first-hand.

To create personalised festival memories, Fortune set up an AI-powered photo booth at Puri Beach, where visitors could capture photographs against Odisha-inspired digital backdrops and instantly generate shareable keepsakes.

Recognising the practical needs of the large number of pilgrims visiting Puri during the festival, the company also introduced several public utility initiatives. These included a dedicated changing station for devotees after taking a holy dip and Fortune-branded e-rickshaws that helped transport senior citizens, families and other visitors across key locations around the festival zone.

Commenting on the initiative, Mukesh Mishra, Joint President – Sales & Marketing at AWL Agri Business, said the company aimed to strengthen consumer connections by celebrating India’s cultural traditions through experiences that combined food, technology and community engagement.

The activation reflects a broader trend of brands moving beyond conventional sponsorships towards experience-led engagement at large cultural events. By weaving together regional flavours, digital innovation and practical services, Fortune sought to become part of the Rath Yatra experience rather than simply a logo on the sidelines.