Aashirvaad Atta presents a campaign titled ‘Ratha Yatra Eka Aithiya’—which translates to ‘Rath Yatra: An Eternal Journey.’
Pulling the chariot during the Puri Rath Yatra is a divine ritual, believed to bring blessings and to purify the soul. However, the crowds often make participation challenging, especially for women, children, and the elderly. Aashirvaad Atta’s campaign this year offers a virtual ‘ ‘Chariot Pulling’ experience. The innovative digital simulation allows devotees to partake in the ritual virtually, offering a sense of fulfilment through the simulation of pulling the Rath and connecting with the festival tradition.
Anuj Rustagi, COO, Staples and Adjacencies, ITC Ltd, said, “Brand Aashirvaad has been an integral part of the Rath Yatra festival in Odisha. Each year, lakhs of devotees gather in Puri and through our humble efforts we aspire to enrich their experience. The act of pulling the chariot is an auspicious ritual, and this year leveraging technology we aim to offer the rath-pulling experience to all, making it more accessible and inclusive. Combining technology and spirituality, we hope to provide an unforgettable and immersive experience of devotion and culture.”
