Aashirvaad Atta / India / 2025Experiential · Digital & Tech
Bhakti Pathe.
ITC's Aashirvaad Atta ran a nine-day tech zone at Puri's Rath Yatra 2025 with digital prasad-making, a holographic darshan and AI mementos sent on WhatsApp.
- Brand
- Aashirvaad Atta
- Market
- India
- Region
- Global
- Year
- 2025
The challenge
The brand had to add technology to a sacred ritual without cheapening it, stand out among many festival sponsors and keep the experience personal for huge crowds.
The idea
Under the line 'Path of Devotion Meets Tech of Today', visitors made prasad virtually with Aashirvaad Shudh Chakki Atta and offered it on a touchscreen, watched an LED screen open to reveal Jagannath, Balabhadra and Subhadra on their chariots, and got an AI-generated Rath Yatra greeting with their photo on WhatsApp. Journalist walkthroughs and live TV coverage carried it beyond Puri.
Results
- According to the case study, the zone drew 100,000+ visitors over nine days and logged 30,000+ digital prasad offerings.
- The case study reports 239 media stories and around 160 million impressions across digital and social.
Case study source: Social Samosa Source ↗
Credits
- COO, Staples & Adjacencies, Foods Division, ITC
- Anuj Rustagi
