From Prayer to Prasad.
At Rath Yatra 2025 in Puri, Fortune let devotees cook bhog in mixed reality, offer it in a virtual Jagannath temple, then taste the real thing.
- Brand
- Fortune
- Market
- India
- Region
- Global
- Year
- 2025
The challenge
Every brand in Puri competes for attention during Rath Yatra. Fortune wanted to tie itself to traditional cooking, connect emotionally with pilgrims and lift sales during the festival.
The idea
A 40ft Fortune Zone on Grand Road held a five-step MR/VR experience: pour real Fortune ingredients into clay pots, put on a headset, cook khichdi or khaja in mixed reality, offer it at a virtual Jagannath Mandir, and receive a real sample. A live kitchen ran a 30-second Odia jalebi contest with Sunlite oil, and an anamorphic LED on the beach, 60 branded e-rickshaws and Alife changing stations extended the presence.
Results
- According to the case study, the Fortune Zone drew 10,000+ visitors a day.
- The case study reports 1.5 million+ digital reach and 3 million+ impressions.
Case study source: Social Samosa Source ↗
Credits
- Joint President, Sales and Marketing, AWL Agri Business
- Mukesh Mishra
