For many years, Aashirvaad Atta has been an integral part of this historic regional festival. This time, on its continued journey, Aashirvaad Atta brings to you an exclusive campaign: ‘Ratha Yatra Eka Aithiya,’ or ‘Rath Yatra: An Eternal Journey.’
During the Puri Rath Yatra, pulling the chariot is deemed a holy ritual, nearly considered to be the utmost blessing and a way to purify souls. However, the large crowd normally makes it difficult for women, children, and older people to participate. Addressing this challenge, the Aashirvaad Atta campaign has worked out a virtual ‘Chariot Pulling’ experience this year. The state-of-the-art digital simulation allows devotees to be a part of the ceremony virtually and makes them feel fulfilled by its interactive simulation of pulling the Rath and hence associating with the festival tradition.
According to Mr. Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd, “Brand Aashirvaad has been integral to the Rath Yatra festival in Odisha. Year after year, lakhs of devotees congregate at Puri, and through our humble effort, we try to make their experience richer. Pulling the chariot is an auspicious gesture, and this time, leveraging technology, we are trying to give the rath-pulling experience to all and make it more accessible and inclusive. Blending technology with spirituality, one hopes for an unforgettable, immersive experience in devotion and culture.”.
‘Ratha Yatra Eka Aithiya’ is an experience that will immerse the devotees in a dreamlike voyage with the 3-screen technology, taking the viewers through the evolution of the festival since the 1100s AD till date. The devotees will play Aashirvaad’s 4-Step advantage game showcasing how the atta is made by the brand. Thereafter, they will be given a ticket to enter the experiential zone and participate in this pious tradition virtually.
It articulates the history and the story of Rath Yatra on the outer surface through intricately done art forms of Odisha, viz., Pattachitra, Talapatachitra, Mukhachitra, Pipli Applique, and other handlooms. Murals in 3D embossed node depict theí™” entirety of the creation of Rath and mythological stories, assimilating devotees into Odisha’s cultural heritage.
‘Rath Yatra—Eka Aitihya’ has remained timeless as a tribute to Orissa’s Rath Yatra. Devotees can visit the Aashirvaad activation near Bada Sankha More at Grand Road, Puri and embark on this journey of devotion with innovations that one shall always remember.
