Aashirvaad Atta starts a digital ‘darshan’ experience for the pilgrims at Puri Rath Yatra

Bhubaneshwar: ITC’s Aashirvaad Atta, Odisha’s leading packaged atta brand, is back to celebrate Odisha’s most popular and prominent festival, the Puri Rath Yatra. Every year thousands of pilgrims gather to participate in the Rath Yatra to catch a glimpse of the lord. To ensure worshipers have a memorable experience, the brand has set up a beautifully decorated Machaan, an installation decorated with Pattachitra art typical of the state, offering pilgrims up close and personal access to the oldest chariot procession.

During the 9-day festival, devotees from all over the country visit Puri to be part of the 2 km procession that starts from Lord Jagannath’s Temple to Gundicha Temple. As many devotees gather, it becomes difficult to catch a glimpse of the chariot and idol. In order to provide believers in the Yatra with a meaningful experience, Aashirvaad decided to use advanced technology to meet this challenge. The brand will facilitate a 20×20 ft Machan to provide pilgrims with an uninterrupted view of the Grand Rath Yatra.

To access the top of the installation, participants must clear the 4-level game that replicates the 4-step process of the brand’s atta-making process. The winners will then gain access to the first floor from where they will have expansive views of the rath and idols through specially installed long-range telescopes and an exclusively curated virtual reality zone for a first-hand experience of chariot pulling. In addition to the game, the installation also showcases the Pattachitra art form painted by regional artists. Resonating with the rich heritage of Odisha, the brand has adorned the walls of Puri with multiple murals of Pattachitra art forms.

Speaking on the occasion, Mr. Ganesh Sundararaman, SBU Chief Executive – Staples, Snacks and Meals, ITC Ltd., said: “The Puri Rath Yatra is the state’s most sought-after festive occasion, attracting thousands of pilgrims and tourists from all over the world. With such a massive gathering, it becomes overwhelming for the crowd to be able to see the chariot or idol up close. Based on this understanding, we decided to come up with a unique intervention to give the devotees easier access, making it easier for them to witness the Rath Yatra. The Aashirvaad 4-Step Machan/Installation is conceptualized to enrich and enliven the spirit and celebration of Rath Yatra with an all-encompassing, first-of-its-kind technology-savvy experience for a hassle-free darshan.

Pilgrims can find the installation near the Gundicha Temple on Grand Road, which will be open for visits every day from 2 p.m. on July 1, 2022.

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