Fortune Sunflower Oil has created an immersive Rath Yatra experience in Puri by combining Odisha’s cultural heritage with AI, virtual and mixed reality, regional cuisine and pilgrim-focused services in the case study of Social Samosa.
Fortune Sunflower Oil turned Rath Yatra 2026 into an interactive brand experience designed to connect with consumers through culture, technology and community engagement. The initiative in Puri sought to position the brand within the festival’s traditions while offering visitors a range of physical and digital experiences.
A key attraction was the brand’s Mixed Reality and Virtual Reality installation, which gave visitors an opportunity to participate in a virtual recreation of pulling Lord Jagannath’s sacred Rath. The setup combined physical rope-pulling equipment with real-time technology, game-style progression, cinematic darshan moments and spatial sound to create a more engaging experience.
The brand also built a Rath-shaped installation using Fortune’s edible oil jars and PET bottles. Alongside the display, a live cooking station served traditional Odia dishes, including Kakara Pitha and Soyabean Chops, prepared with Fortune Sunflower Oil and Fortune Rice Bran Oil.
Technology played another role through an AI-enabled photo booth at Puri Beach, where visitors could generate personalised images featuring Odisha-themed backgrounds. Fortune also introduced practical support facilities, including changing stations for pilgrims and branded e-rickshaws to assist devotees, elderly visitors and families moving between festival venues.
The activation was extended nationwide through the #RathWithFortune2026 digital campaign. Through a mobile-friendly microsite, users could virtually pull Lord Jagannath’s Rath, receive personalised blessings through an AR-based certificate and enter a contest. The campaign recorded 14.26 million impressions, reached 8.23 million users and generated 2.52 million engagements, in addition to more than 189,000 link clicks and 2,881 contest entries.
The illuminated Fortune Rath installed on the Grand Road reportedly drew the attention of nearly 40 lakh visitors over nine days. Mukesh Mishra, Joint President, Sales and Marketing, AWL Agri Business Limited, said the campaign reflected the company’s belief that lasting consumer relationships are built by celebrating local traditions, flavours and shared cultural experiences. He added that the initiative brought together food, technology and meaningful services to create memorable experiences for devotees and strengthen Fortune’s connection with Indian households.
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