Aashirvaad leads devotees on a ‘Bhakti Pathe’ at Puri Rath Yatra

For years, Aashirvaad, India’s No.1 packaged atta brand, has been a cherished part of the iconic Rath Yatra festival. This year too Aashirvaad, continues its deep-rooted association with the festival by unveiling ‘Bhakti Pathe’ (Path of Devotion) – a first-of-its- kind, spiritually immersive activation that bridges age-old traditions with cutting-edge technology. Live in Puri from June 27 to July 5, the experience offers devotees a unique opportunity to connect with the divine in a contemporary format.

In its effort to make traditional rituals more exciting, inclusive and accessible to the devotees, Bhakti Pathe invites devotees to a multi-sensory experience powered by AI, gamification, and immersive visuals, culminating in a holographic darshan of Lord Jagannath, Balabhadra, and Subhadra offering a deeply moving, tech-enabled connection to the divine.

Mr. Anuj Rustagi, COO, Staples & Adjacencies, Foods Division, ITC Ltd, said, “Aashirvaad has always been a part of the sacred Rath Yatra traditions. With ‘Bhakti Pathe,’ we aim to make the festival more inclusive by leveraging technology to make the darshan more accessible to the pilgrims. From enabling digital prasad-making with the purity of Aashirvaad Shudh Chakki Atta to offering a divine darshan experience, Aashirvaad is proud to bring the sanctity of tradition to devotees in a more heartfelt, accessible, and immersive way.

One of the key elements of the activation is the “Prasad-Making Zone”, where devotees can virtually prepare traditional prasad made from Aashirvaad Shudh Chakki Atta and offer the same to the deities through an engaging digital game. Once the Prasad preparation is done and offered by the devotees, the journey culminates with a divine darshan, where a grand LED screen splits to reveal a holographic vision of Lord Jagannath, Balabhadra, and Subhadra seated on their raths. This experience ensures that every devotee feels connected to the ritual in a meaningful and convenient way.

To make the experience a memorable one, every visitor will be given a ‘Rath Yatra’ photo filter as a personalized memento – using which they can share their festivity greetings with friends and family members and celebrate the festival with Aashirvaad.

‘Devotees can visit the Aashirvaad ‘Bhakti Pathe’ activation near Bada Sankha More at Grand Road, Puri, and embark on a spiritually enriching journey that culminates in a divine darshan.