Aashirvaad Atta deployed virtual reality at its installation enabling digital darshans for Rath Yatra visitors
The brand curated a hassle-free experience for devotees lending them a vividly authentic experience of viewing and pulling the holy rath
Bhubaneswar : ITC’s Aashirvaad Atta, Odisha’s No.1 packaged atta brand, celebrated Odisha’s biggest annual festival, the Puri Rath Yatra with a special initiative. More than 30,000 devotees visited the brand’s beautifully decorated installation adorned with the Pattachitra artform quintessential to Odisha crafted by the local artists. The installation was equipped with a high range telescope for a closer view of the procession and a special virtual reality facility to enliven the experience of pulling the rath. The digitally enabled darshan created a meaningful yet an impactful consumer experience.
Traditionally, the Puri Rath Yatra witnesses’ lakhs of visitors from across the country who visit the festival with an aspiration to catch a glimpse of the revered lord. However, the experience is a grueling one given the soaring temperature and the massive crowd. Learning from this insight, the brand decided to deploy a technology enabled solution creating memorable and a convenient experience for the visitors. Devotees were enthralled witnessing the grandeur of the Pattachitra artform which beautifully articulated the 4-step advantage of Aashirvaad atta which is the market leader in the packaged atta segment in Odisha. Further, the high range telescopes and the exclusively curated virtual reality zone
created moments of awe amongst the visitors giving them an experience that mimicked them walking with the actual/ real Rath Yatra.
Speaking on the occasion, Mr. Ganesh Sundararaman, SBU Chief Executive – Staples, Snacks and Meals, ITC Ltd., said, “The Rath Yatra is an auspicious occasion with devotees visiting Puri from across the country to get darshan. To be able to enable devotees to get darshan using new age digital technology and to see the joy on a devotees’ face is a truly rewarding experience for us. With the telescopes and the VR setup, we aimed to adapt to newer, more advanced technology to make every individual’s journey unique and stress free, which we eventually were able to. Our aim was also to enrich and empower the spirit and celebration of Rath Yatra by providing devotees a complete, firsthand experience of the darshan.”
The activity was applauded by the devotees who actively engaged and fulfilled their devotional journey during the 10-day festival. At the installation, the devotees also got to purchase some beautiful Pattachitra paintings made by local artists. These artists were additionally gifted 10 to 15 kgs of Aashirvaad Atta for their contribution.
