With over 30,000+ prasad offerings digitally made from Aashirvaad Shudh Chakki Atta, the activation blended sacred rituals with cutting-edge technology to create a deeply moving spiritual journey.

Bhubaneswar : As the sacred chariots of Lord Jagannath, Balabhadra, and Subhadra rolled through the Grand Road in Puri during the iconic Rath Yatra, Aashirvaad, India’s No.1 packaged atta brand, brought a transformative spiritual experience to devotees through its innovative campaign, ‘Bhakti Pathe’ (Path of Devotion). Held from 27 June to 5 July, this 9-day on-ground activation emerged as one of the most engaging highlights of the festival, drawing in over 1 Lakh+ devotees who immersed themselves in a deeply moving, tech-powered devotional journey.

In a first-of-its-kind initiative, Aashirvaad’s Bhakti  Pathe reimagined spiritual engagement by blending the cultural sanctity of Rath Yatra with cutting-edge digital innovation. 

The journey began with devotees virtually preparing prasad for Lord Jagannath using Aashirvaad Shudh Chakki Atta at an interactive digital zone. This act of devotion was followed bya personalised AI-generated Rath Yatra greeting allowing visitors to carry home a part of their spiritual moment. Over 30,000+digital prasad offerings were created, making the ritual both intimate and shareable.The spiritual highlight of the experience came with the holographic darshan, as a massive LED screen dramatically split open, revealing Lord Jagannath, Balabhadra, and Subhadra on their celestial raths. The moment stirred collective reverence, as the crowd broke into spontaneous chants of "Jai Jagannath!" a powerful testament to the activation’s ability to touch hearts while honouring tradition.

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