Advertising has shifted from isolated placements to orchestrated, on-ground experiences. Multi-element technology brings different touchpoints ranging from immersive layers, interactive demos and sampling, utility-led services, large-format/anamorphic Digital Out-of-Home (DOOH) advertising, and transit media while bringing them together into one continuous brand journey. In this model, technology isn’t the headline but is the connective tissue that unifies every moment into a single, memorable brand experience.
Formerly known as Adani Wilmar Ltd., AWL Agri Business Ltd.’s recent Rath Yatra 2025 set the perfect example for this as it illustrates a 40-foot experience zone with Mixed Reality (MR) and Virtual Reality (VR) cooking and live kitchens, personal-care changing stations, a beachside anamorphic LED, and branded e-rickshaws worked in tandem to move audiences from discovery to participation to service to sustained visibility.
Brand philosophy and intent
Speaking from the brand’s perspective, Mukesh Mishra, Joint President-Sales & Marketing at AWL, mentioned that the company valued local nuances and followed a hyper-local approach rooted in regional cultural and culinary understanding, which guided participation at spiritually significant events like the Jagannath Rath Yatra.
He noted that the goal for 2025 had been to honour the festival by blending tradition with innovation, and that the team therefore expanded from a single VR experience in 2024 to a complete multi-sensory journey including virtual bhog cooking sessions, temple-inspired recipe zones, and live kitchens, so devotees could interact with brands such as Fortune and Alife in a personal, traditional, and heartfelt way
As the partner agency, Karukrit Advertising executed a seven-element campaign that combined digital and physical experiences that includes immersive technology, live cooking, personal care installations, anamorphic outdoor, and transit branding, engaging millions of devotees while using VR to bring key moments of the Puri festival to life.
Execution lens: From insight to activation
Promita Saha, VP at Karukrit Advertising pointed out that the agency’s endeavour had been to craft unforgettable consumer experiences aligned with the brand and product categories. She explained that execution began with a deep understanding of the festival, the consumer mindset, and a single cultural insight that informed ideation and delivery.
Grand Road: The Fortune Zone
At the heart of Grand Road, Karukrit delivered the 40-foot Fortune Zone anchored around three experiences. A Mixed Reality (MR) and VR journey enabled participants to cook traditional mahaprasad items like khichdi using Fortune products in mixed reality, then transition into a virtual environment to offer the prasad at the Jagannath Temple, concluding with distribution of the same mahaprasad made with Fortune products. A live kitchen celebrated home cooking through a friendly Kakara Pitha competition, while a large LED screen sustained engagement with brand content.
Beyond Grand Road, Karukrit extended utility-driven touchpoints through Alife, AWL’s personal care brand. A changing station near the beach provided a clean space for devotees to refresh after their dip, complemented by Fortune-branded e-rickshaws that ferried visitors across town. On Puri beach, a large LED screen with engaging anamorphic content amplified visibility and the festive atmosphere.
Collectively, these elements formed a multi-dimensional campaign that reflected AWL Agri Business Ltd.’s shift toward culturally integrated, consumer-first festival marketing, uniting devotion, innovation, convenience, and service across Puri.
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