Tradition Meets Innovation

Rath Yatra in Puri is one of India’s most celebrated festivals, drawing millions of devotees each year. While the scale of the event is unmatched, the intimacy of the experience often gets lost in the crowd. This year, Aashirvaad Atta sought to restore that closeness by blending ancient devotion with modern technology. Through its nine-day on-ground activation titled Bhakti Pathe, the brand created a space where faith and innovation came together seamlessly, making rituals more accessible and personal.

Holographic Darshan of the Deities

The centerpiece of the activation was the holographic darshan of Lord Jagannath, Balabhadra, and Subhadra. A massive LED screen opened dramatically to reveal lifelike visuals of the deities on their celestial raths. The moment evoked powerful emotions, with devotees spontaneously chanting “Jai Jagannath” as they folded their hands in reverence. It was a moving example of how technology, when used thoughtfully, can enhance rather than diminish spiritual depth.

Digital Prasad and AI Mementos

To make rituals interactive, Aashirvaad introduced a digital prasad-making zone where devotees could virtually prepare and offer prasad using touchscreen interfaces. More than 30,000 digital offerings were made, symbolically connecting participants to the sacred tradition. The experience extended into the digital realm with AI-generated Rath Yatra greeting mementos delivered via WhatsApp, allowing devotees to carry a personalised souvenir of their spiritual journey.

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Festival Engagement at Scale

Bhakti Pathe was visited by over one lakh devotees across nine days. The activation generated extensive coverage, with 239 media stories and more than 160 million digital impressions, amplifying the campaign’s reach far beyond Puri. From live television coverage to regional press amplification, the initiative became a talking point not just for participants but for audiences across the country.

The Cultural Significance of Atta in Rituals

The Indian wheat flour category is valued at over ₹80,000 crore, and while Aashirvaad Atta is a household staple, its role extends beyond the kitchen. Food holds sacred importance in festivals, especially in Odisha where offerings made from atta form an integral part of rituals. By linking its product with sacred traditions through Bhakti Pathe, Aashirvaad reinforced itself not only as a trusted brand but also as a cultural ally in devotional life.

Creating Emotional Resonance

The challenge for brands during high-decibel festivals like Rath Yatra is to move beyond visibility and create emotional impact. Bhakti Pathe managed to do this by offering devotees a meaningful connection with rituals, even amidst massive crowds. The initiative ensured that every participant could pause, reflect, and feel closer to the divine, showcasing how brands can elevate festivals without compromising on sanctity.

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Voices from the Brand

Anuj Rustagi, COO of Staples and Adjacencies at ITC Foods Division, said the campaign was designed with a single purpose—to serve devotees and deepen their spiritual connection. He noted that the most powerful moments were not just in numbers but in emotions, from folded hands before a hologram to smiles after offering digital prasad. The initiative brought the divine closer to those who could not reach through the crowds, making it a humbling experience for the brand and participants alike.

Blending Devotion with Modern Storytelling

Aashirvaad Atta’s Rath Yatra activation proves how brands can go beyond traditional marketing to create shared cultural value. By positioning itself as a spiritual enabler through technology-led experiences, the brand elevated its role from a household product to a trusted partner in devotion. Bhakti Pathe was not just a campaign, it was a bridge between timeless rituals and modern accessibility, showing how faith and technology can walk hand in hand.

 

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