Aashirvaad, India’s packaged atta brand, has launched ‘GunatmakaParamparaa’, an immersive cultural campaign inspired by the centuries-old RathNirman tradition of Odisha, paying tribute to the VishwakarmaMaharana community, the master craftsmen who build Lord Jagannath’s sacred chariots for the annual PuriRathYatra. The initiative celebrates generations of craftsmanship, precision and quality while reinforcing the brand’s promise of “Quality Ki Guarantee.”
Inspired by the meticulous process of Rath construction, the campaign draws a symbolic connection between the wheel of Lord Jagannath’sRath and the traditional stone chakki, highlighting shared values of quality, dedication and nourishment. The immersive experience features a 360-degree hemispheric projection dome that takes visitors through the journey of Rath construction and the stories of the artisans behind it. Devotees also participate symbolically in the creation of the sacred chariot before witnessing a visual reveal of Lord Jagannath’s compassionate eyes accompanied by chants of “Jai Jagannath.”
The experience was inaugurated in the presence of Odia actress ElinaSamantaray, while ITC Foods Division Chief Executive AnujRustagi said the initiative honours the VishwakarmaMaharana community’s enduring contribution to preserving the sacred RathNirman tradition and reflects Aashirvaad’s commitment to quality, trust and nourishment.In Guwahati, the campaign is expected to strengthen Aashirvaad’s brand engagement in the Northeast, where cultural and faith-based marketing continues to influence consumer preferences. Industry observers believe such heritage-driven initiatives help deepen emotional connect with consumers in Assam and neighbouring states, supporting the brand’s presence in the region’s highly competitive packaged staples market.