Kolkata :
The Rath Yatra festival, a jewel in the crown of Odisha's rich cultural
heritage, has been a symbol of tradition and faith for centuries. In the last
few years, Aashirvaad Atta, India's Number 1 atta brand, has been blending innovation
with tradition through its unique initiatives around Rath Yatra.
This year,
Aashirvaad Atta presents 'Rath Yatra -
Eka Aitihya', an initiative that promises to be a journey through time,
showcasing the evolution of Rath Yatra since the 1100s AD to the present date
through an immersive 3 screen technology. The brand's stall, set up on the
bustling GT Road, will be adorned with the vibrant traditional art of
Patachitra. This ancient art form, known for its intricate details and
mythological narratives through the handlooms of Ikkat, Sambalpuri, Kotki, and
Bomkai, each telling a story of their own.
In a unique blend of
the virtual and the real, Aashirvaad will recreate the sacred Rath pulling
experience. This digital simulation is designed to be inclusive, allowing those
who find the physical act of pulling the chariot challenging to partake in the
ritual.
The immersive
experience crafted by Aashirvaad Atta is poised to be more than just a consumer
attraction. It is an embodiment of devotion, a warm embrace of the festival's
spirit that promises to deliver an experience to remember.
'Rath Yatra - Eka Aitihya' honors the timeless
legacy of Orissa's Rath Yatra. One can visit Aashirvaad activation near Bada
Sankha More at GT Road, Puri and embark on an unforgettable journey of devotion
and innovation.
The stall will be open for visitors from 7th
July to 16th July 2024.
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