Aashirvaad partnered with Mindshaft Media to bring alive the spirit of Rath Yatra 2025 through a large-scale on-ground activation that blended devotion, culture, and brand engagement. A specially designed Aashirvaad Rath travelled across key routes and high-footfall locations, creating a strong and auspicious brand presence during one of the region’s most significant religious celebrations.

The activation featured culturally inspired brand zones, product displays, and interactive engagement counters where devotees and consumers could engage with the brand. Festive touchpoints, sampling opportunities, and value-led interactions encouraged participation while reinforcing Aashirvaad’s values of purity, trust, and tradition.

By integrating the brand seamlessly into a deeply rooted cultural moment, the Aashirvaad Rath Yatra 2025 delivered high visibility, strong participation, and a meaningful emotional connect with consumers.