MAM
Mangaldeep lights up Ayodhya’s record glow with an AR of devotion
MUMBAI: Who says faith and technology don’t mix? This Diwali, ITC Mangaldeep proved that devotion can go digital and dazzlingly so. As part of the Ayodhya Deepotsav 2025, the brand turned prayer into pixels with an Augmented Reality (AR)-powered campaign, enabling devotees across India to virtually light Diyas and become part of Ayodhya’s record-breaking glow.
The grand spectacle in Ayodhya, hosted by the government of Uttar Pradesh, set a new Guinness World Record for the Highest Number of Oil Lamps Lit, an awe-inspiring 26,17,215 Diyas, surpassing last year’s total of 25,12,586 Diyas. But beyond the numbers, this Deepotsav stood out for how it united hearts across distances, one click, one flame, one prayer at a time.
Through Mangaldeep’s AR-enabled microsite, devotees from every corner of India could light a virtual Diya that corresponded to an actual lamp in Ayodhya on 19 October. What began as a modest plan to light 1 lakh Diyas quickly turned into a wave of faith when over 1.3 lakh virtual Diyas were lit prompting the brand to mirror that devotion on the ground by lighting 1.3 lakh real Diyas as well.
Adding to the sacred ambience was the Mangaldeep Khushboo Path, where 25 five-foot incense sticks and 25 Maha Havan Cups filled the air with divine fragrance, creating a multisensory experience that blended spirituality with spectacle.
“At ITC Mangaldeep, we believe devotion is timeless, though the way we experience it continues to evolve,” said ITC Divisional CEO of matches and agarbatti division Rohit Dogra. “This year’s initiative not only united millions of devotees across India digitally but also became a part of history as Ayodhya achieved a Guinness World Record. It’s a step forward in making devotion immersive, inclusive and meaningful in today’s digital era.”
The government, too, lauded the initiative. Ayodhya district magistrate Nikhil Tikaram Funde I.A.S noted, “We are delighted to have ITC Mangaldeep join the Deepotsav celebrations. Their digital effort allowed devotees nationwide to participate, reinforcing the spirit of unity and devotion that Deepotsav stands for.”
As the sacred city shimmered under millions of flickering flames, Mangaldeep’s AR-driven participation marked a new chapter in how technology can transcend geography turning faith into an experience that’s as collective as it is personal.
From app to aarti, the campaign embodied a rare harmony of the ancient and the avant-garde showing that in today’s India, even a Diya can have a digital soul.
MAM
Kwality Wall’s appoints new board members after Magnum acquisition
Abhijit Bhattacharya named Chairperson as ice cream company enters next growth phase.
MUMBAI: When your ice cream business gets a fresh scoop of leadership, things are bound to get even cooler and Kwality Wall’s has just done exactly that. Kwality Wall’s (India) Limited (KWIL), now part of The Magnum Ice Cream Company (TMICC), has announced the appointment of Abhijit Bhattacharya and Tahir Toloy Tanridagli to its Board of Directors. The appointments, effective 30 March, follow TMICC HoldCo’s acquisition of a controlling 61.90 per cent stake in KWIL.
Mr Abhijit Bhattacharya has been appointed as additional (non-executive and non-independent) director and chairperson of the board. He currently serves as Chief Financial Officer of The Magnum Ice Cream Company N.V. and previously held the role of CFO for Unilever Ice Cream. With nearly four decades of experience, including 38 years at Koninklijke Philips N.V. in senior finance and operational roles across Europe, Asia and the United States, Bhattacharya brings deep expertise in strategic transformation and complex corporate restructurings.
Mr Tahir Toloy Tanridagli has been appointed as additional (non-executive and non-independent) director. A graduate of Bogazici University with a High Honours BA in Business Administration, he currently serves as President for METSA markets (Middle East, Turkey, Africa, Israel, and South Asia) at TMICC and is a member of the Global Ice Cream Executive Leadership Team. With over two decades in the snacking and FMCG sector, including leadership roles at Kraft Foods–Mondelez and Unilever, Toloy has extensive experience across ice cream, chocolate, snacks, beverages and desserts.
The appointments come as KWIL, which listed as an independent entity after its demerger from Hindustan Unilever Limited, enters a new phase of growth following the Share Purchase Agreement signed between Unilever and TMICC in June 2025.
In the fast-melting world of ice cream, adding two heavyweights to the board is a clear signal that Kwality Wall’s is ready to scoop up even bigger opportunities ahead.
