AWL Agri Business unveils immersive Rath Yatra campaign in Puri

THEBUSINESSBYTES BUREAU

PURI, JULY 7, 2025

AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), one of India’s largest food FMCG companies, has launched an ambitious and culturally immersive campaign for Rath Yatra 2025 in Puri. Blending devotion with innovation, the company aims to offer devotees a multi-sensory experience that brings together the richness of local tradition with the power of cutting-edge technology.

This year’s campaign, built on a comprehensive seven-element strategy, spans both digital and physical formats to connect with millions of devotees. From interactive culinary experiences and temple-inspired recipe zones to high-impact outdoor visuals and transit branding across the city, AWL’s initiative transforms the festival into an engaging and holistic celebration of culture and consumer connection.

Mukesh Mishra, Joint President – Sales and Marketing at AWL Agri Business Ltd., said the campaign reflects the company’s deep respect for local customs and its commitment to building authentic connections. He emphasized that the brand’s hyper-local approach enables it to resonate meaningfully with diverse audiences. The initiative at Rath Yatra 2025 is a tribute to this cultural understanding, expanding beyond previous efforts to offer a fully immersive journey for devotees. Experiences such as virtual bhog cooking sessions, temple-themed kitchen zones, and opportunities to interact with flagship brands like Fortune and Alife aim to create personal, heartfelt engagement with consumers.

At the heart of the campaign is the Fortune Zone, a striking 40-foot installation located on the Grand Road. This central attraction features a unique mixed reality and virtual reality experience where participants prepare traditional mahaprasad dishes like khichdi using Fortune products. Devotees then transition into a virtual temple environment to offer the bhog at the Jagannath Temple, concluding the journey by receiving a real-life sample of the prepared dish. Alongside this immersive feature, a live kitchen demonstration invites participants to witness and taste authentic Odia cuisine, with a festive cooking contest celebrating the preparation of the beloved traditional sweet, Kakara Pitha.

The company’s personal care brand, Alife, is adding a layer of thoughtful convenience to the festivities. A dedicated Changing Station near the beach offers devotees a clean and private space to freshen up after their ritual dip in the sea. Enhancing mobility and comfort, a fleet of Fortune-branded e-rickshaws is also operating across Puri, ferrying visitors throughout the town.

To amplify the campaign’s visual impact, a large LED screen has been installed on Puri beach, showcasing stunning anamorphic content that complements the spiritual energy of the occasion. This fusion of devotional ambiance and modern digital creativity elevates the festive atmosphere and draws attention to the brand’s unique approach.

Through this expansive and culturally rooted initiative, AWL Agri Business Ltd. showcases its evolution from traditional advertising to a more experiential, consumer-first model of festival marketing. By interweaving devotion, technology, service, and regional relevance, the company is setting a new benchmark in how brands can participate meaningfully in India’s vibrant spiritual and cultural celebrations.