Kolkata: Aashirvaad Atta, India's No.1 packaged
atta brand and a trusted household name, continued its tradition of celebrating
the vibrant spirit of Rongali Bihu in Assam. The 4-day event witnessed an overwhelming
response from over 9000 participants,
creating the record of Longest Relay
Bihu Dance acknowledged by India Book of Records.
The
beautifully adorned Aashirvaad Shudh Chakki Atta pandal at the Latasil Ground,
took centre stage, showcasing the tapestry of Assam, featuring iconic symbols
such as Japi, Dhol & Gamosa, With
the reverberating beats of the Dhol, participants and spectators were seen
immersing themselves in the festivities. The brand added a modern twist to the
traditional celebrations by giving away participants their AI-generated Bihu avatars, personalized memorabilia relevant to the
festival.
Mr. Anuj Rustagi, COO,
Staples & Adjacencies, ITC Ltd.,
expressing his delight at the overwhelming response to the event, said, "Rongali Bihu holds a special place in
the hearts of the people of Assam, and we at Aashirvaad are delighted to be a
part of this celebration year after year. The enthusiasm and vigour displayed
by the audience was truly a pleasure to witness. We extend our heartfelt
gratitude to everyone who contributed to this celebration and helped us attain
the Record.”
In
line with the brand's proposition of having the 'right amount of fibre to keep you fit and active', the festivities
extended beyond the record-breaking relay, exemplifying the brands commitment
to health and overall well-being. The Aashirvaad Atta pandal engaged attendees
with various cultural activities and games tailored to celebrate an active
lifestyle. Women drawn from all corners of the state enthusiastically
participated in numerous contests, vying for exciting prizes while embodying
the brand's message of maintaining a healthy lifestyle.
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