AWL Agri Business Elevates Rath Yatra Celebration with a Multi-Sensory Experience of Devotion and Culture

• From prayer to prasad-making, the new enhanced campaign takes devotees on a
  multi-sensory journey, using Virtual Reality (VR) to bring key moments of the Puri festival to life

Puri, Odisha – AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), one of India’s largest Food FMCG companies, is set to transform the Rath Yatra 2025 experience by blending culinary traditions with ambitious multi-element technology. This year, the company is launching a large-scale campaign featuring a comprehensive seven-element strategy that offers both digital and physical experiences. The initiative aims to engage millions of devotees through immersive technology, live cooking demonstrations, personal care installations, and visually compelling anamorphic outdoor and transit branding throughout Puri.

Speaking about the upgradation of the Rath Yatra 2025 campaign, Mr. Mukesh Mishra, Joint President, Sales and Marketing, AWL Agri Business Ltd, stated, “At AWL, we value the local nuances which help us connect with our audience better. Our hyper-local approach is based on a deep understanding of regional cultural and culinary preferences, enabling us to engage with consumers in more authentic and meaningful ways through brands. This philosophy also guides our presence at spiritually significant events like the Jagannath Rath Yatra. Our goal at Rath Yatra 2025 is to honour this incredible cultural event by blending tradition with innovation. That’s why we’ve expanded from a single VR experience to a complete multi-sensory journey for devotees, along with other immersive experiences such as virtual bhog cooking sessions, temple-inspired recipe zones, and live kitchens, we offer devotees a chance to interact with our brands like Fortune and Alife, celebrating their faith in a personal, traditional, and heartfelt way.”

This year, the company’s flagship brand Fortune will anchor its presence through a 40-foot installation at the heart of the celebration on Grand Road. The Fortune Zone will house three distinct experiences — a Mixed Reality (MR) and Virtual Reality (VR) zone, a live kitchen demonstration with sampling, and a large LED screen for engaging consumers with brand content. A devotional highlight of the zone allows participants to cook traditional mahaprasad items like khichdi using actual Fortune products in mixed reality, donning the Oculus. The participants then transition to a virtual reality environment to offer the prasad in the Jagannath Temple. This experience of mahaprasad ends with them receiving a sample of the same made with Fortune products.

The zone shall also celebrate the joy of home cooking through a live kitchen experience, where participants compete to make the Odia traditional Kakara Pitha.

In addition, Alife, the company’s personal care brand, will extend thoughtful, utility-based experiences. A Changing Station will be set up near the beach to provide a clean, dedicated space for devotees to refresh after their dip. Complementing this, a fleet of Fortune-branded e-rickshaws will ferry visitors across the town, ensuring comfort and convenience.

Visibility on Puri beach will be maintained by a large LED screen displaying engaging anamorphic content, thus elevating the overall festive atmosphere.

This multi-dimensional campaign reflects AWL Agri Business Ltd.’s evolution from traditional advertising to culturally integrated, consumer-first festival marketing. By weaving together elements of devotion, innovation, convenience, and service, the company redefines how brands can authentically engage with India’s spiritual and cultural landscape.