Bhubaneswar: ITC Limited has launched a unique campaign — ‘Ratha Yatra Eka Aithiya’ (Rath Yatra: An Eternal Journey) — under its Aashirvaad Atta brand to showcase the timeless stories of Rath Yatra through an immersive three-screen technology. The campaign coincides with the annual Rath Yatra festival of Lord Jagannath.
An ITC statement said participating in the chariot pulling during Puri Rath Yatra is considered a divine ritual that brings forth blessings and purifies the soul.However, the large crowd often makes it difficult for women, children and the elderly to take part. To address this issue, the brand’s campaign offers a virtual ‘chariot pulling’ experience, allowing devotees to participate in the ritual through a captivating digital simulation.
Anuj Rustagi, chief executive officer, Staples & Adjacencies, ITC Ltd, said, “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.”
‘Ratha Yatra Eka Aithiya’ takes devotees on a journey through the festival’s history from the 12 century to the present using immersive technology. Participants first engage in a game which showcases the brand’s atta-making process. After completing the game, they get a ticket to enter the experiential zone and virtually participate in the rath-pulling tradition.

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