Aashirvaad partnered with Mindshaft Media to bring its brand presence to life through the Aashirvaad Rath Yatra 2024, a culturally rooted on-ground activation designed to connect with consumers during a significant devotional and community celebration. A prominently branded rath travelled across key routes, neighbourhoods, and congregation points, creating strong visibility and recall throughout the yatra.

The activation featured devotional-themed brand elements, interactive engagement counters, and product-led touchpoints that encouraged participation and engagement. Consumers were invited to experience Aashirvaad’s offerings, participate in simple interactions, and engage with the brand in a meaningful, culturally resonant environment.

By aligning with a revered tradition and taking the brand directly to the heart of the celebration, Aashirvaad Rath Yatra 2024 generated high engagement, strong footfall, and reinforced the brand’s positioning as a trusted part of everyday Indian households.