Over 1.5 lakhs Devotees experienced ‘Ratha Yatra – Eka Aithiya’ with Aashirvaad Atta

Bhubaneswar : In a remarkable confluence of tradition and technology, ITC’s Aashirvaad Atta, known for purity and tradition, celebrated the Rath Yatra Festival through an innovative ‘Ratha Yatra Eka Aithiya’ campaign. During the festival, over 1.5 lakh devotees enjoyed an immersive show demonstrating the rich culture and tradition of Rath Yatra. Ratha Yatra Eka Aithiya’ takes devotees on an ethereal journey via an immersive 3-screen technology, guiding viewers through the festival’s evolution from the 1100s AD to the present date and offered a unique virtual ‘Chariot Pulling’ experience. They also learned about Odisha’s heritage through various art forms like Pattachitra, Pipli applique and more.

The devotees were also educated about Aashirvaad Atta’s commitment to quality and purity through various engagement activities. Additionally, Aashirvaad Atta emphasised on reusing and recycling by donating the used flex sheets for roofing and art installations to local colleges and museums.

Speaking on the occasion, Mr. Anuj Kumar Rustagi, COO, Staples & Adjacencies, Foods Division, ITC Ltd., said, “We at Aashirvaad Atta were honoured to bring the rich heritage of Rath Yatra to life through our ‘Ratha Yatra Eka Aithiya’ campaign. This unique initiative not only celebrated the timeless legacy of the festival but also showcased our dedication to celebrate the festive and culture of the region. By combining immersive technology with cultural significance and eco-friendly practices, we aimed to create a meaningful and enriching experience for all the Puri Rath Yatra devotees. We aim to contribute preserving Odisha’s vibrant heritage while promoting our commitment to purity and tradition.”