The immersive experience enabled over 13,750 devotees to experience and celebrate the timeless tradition of Rath Nirman through heritage, craftsmanship and technology
Bhubaneswar : ITC’s Aashirvaad Atta concluded its “Gunatmaka Paramparaa” campaign at the Puri Rath Yatra, offering devotees a first-of-its-kind activation inspired by the centuries-old tradition of Rath Nirman. Through the unique activation, over 13750 devotees became part of the sacred journey of Lord Jagannath’s Rath Yatra while celebrating the craftsmanship of the Vishwakarma Maharana community, whose dedication has preserved this revered tradition for generations.
At the center of the experience was a 360-degree hemispheric projection dome integrated with physical and digital stone chakkis, synchronized Rath wheels and sensor-led technology. Entering in groups, devotees collectively rotated the chakkis to unlocka 210-second immersive journey that recreated the sacred process of Rath construction, followed by a divine darshan and Rath Yatra experience. As the wheels turned, participants experienced the story of Rath Nirman, the artistry of the Vishwakarma Maharanas and the spiritual journey of Lord Jagannath’s Rath along the Bada Danda, culminating in the divine reveal of the Lord’s eyes amid chants of “Jai Jagannath.”
Inspired by the shared values of quality, care and craftsmanship, the activation drew a symbolic connection between the sacred Rath wheel and the traditional stone chakki, both representing dedication to excellence across generations.Through Gunatmaka Paramparaa, Aashirvaad Atta brought its promise of ‘Quality Ki Guarantee’ to life by celebrating the care, precision and dedication that are central to both the construction of the sacred Rath and the making of every pack of Aashirvaad Atta.
The experience extended beyond the installation through a seamless digital engagement. Upon completing the journey, devotees received a ‘Quality Ki Guarantee’ certificate and Rath Yatra greetings via WhatsApp, creating a personalized memory of their participation. As a mark of gratitude, Aashirvaad Atta provided a one-year supply of atta to the Vishwakarma Maharana artisans and their families, honoring their invaluable contribution to preserving the timeless tradition of Rath Nirman.
With 86500+ devotees participating during the festival, ‘Gunatmaka Paramparaa’ successfully blended Odisha’s rich cultural heritage with immersive storytelling and technology.
By honoring the enduring legacy of the Vishwakarma Maharana community and enablingdevotees to experience the spirit of Rath Nirman firsthand, Aashirvaad Atta reinforced its longstanding association with Rath Yatra while reaffirming the trust, quality and care that have long defined the brand.
