~ Fortune Sunflower Oil takes center stage as the brand blends devotion, innovation, food, technology, and community service through a multi-sensory celebration of Odisha’s cultural heritage ~
AWL Agri Business Limited, one of India’s largest Food and FMCG companies, returned to Puri for its annual Rath Yatra celebrations through its flagship brand, Fortune. Bringing together culture, culinary traditions, innovation and meaningful consumer engagement, the brand created an immersive experience for devotees and visitors during one of India’s most celebrated festivals.
Designed as a holistic brand ecosystem, the activation featured immersive Mixed Reality (MR) and Virtual Reality (VR) experiences, an AI-powered photo booth, live culinary engagements, utility-led initiatives, and a symbolic Rath installation made using Fortune edible oil packaging like Jars and PET bottles. The experience was led by Fortune Sunflower Oil, which was prominently integrated across consumer touchpoints, food experiences, and festival engagements throughout the celebration.
One of the key highlights of the celebration was an immersive technology zone that allowed visitors to experience the emotion of participating in Rath Yatra through Mixed Reality and Virtual Reality. Through sensor-enabled interactions, devotees could recreate the symbolic act of pulling the sacred Rath, offering an engaging experience for visitors of all age groups, including those unable to take part in the actual procession.
Adding a visual focal point to the activation was a symbolic Rath installation that paid tribute to the significance of the annual festival. The installation reflected the brand’s creative approach to celebrating one of India’s most revered cultural traditions while drawing the attention of devotees and tourists visiting the festival grounds.
Commenting on the initiative, Mukesh Mishra, Joint President – Sales & Marketing, AWL Agri Business Limited, said: “At AWL Agri Business, we believe the most meaningful consumer connections are built by celebrating the traditions, flavours and cultural moments that bring communities together. Rath Yatra holds immense significance for millions of devotees, and through Fortune, we were honoured to once again be part of this grand celebration. This year, we created an integrated experience that brought together food, technology, culture and meaningful services for devotees. With this culturally immersive experience, we sought to create memorable moments that reflects the spirit of the festival while reinforcing Fortune’s special place in Indian households.”
The activation brought alive the flavours of Odisha through a Live Kitchen experience. Visitors were treated to a taste of traditional Odia delicacies, including Kakara Pitha and Soyabean Chops, prepared using Fortune products and fried in Fortune Sunflower Oil and Fortune Rice Bran Oil. Women visitors were invited to take part in the live kitchen experience, allowing them to interact with the products first-hand and build a stronger reason-to-believe in Fortune’s quality and performance.
To help visitors create lasting memories of their Rath Yatra experience, Fortune also introduced an AI-powered photo booth at Puri Beach. The interactive zone allowed visitors to capture personalised photographs against iconic Odisha-inspired backdrops, creating unique keepsakes and shareable digital memories from the festival.
Recognising the needs of the lakhs of devotees who travel to Puri during Rath Yatra, Fortune also introduced several utility-led initiatives to enhance comfort and convenience. A dedicated changing station on the beach provided practical support for pilgrims after taking a holy dip, while Fortune-branded e-rickshaws operated as a seva initiative, assisting devotees, senior citizens and families in travelling across key locations around the festival zone.
The Rath Yatra activation reflects AWL Agri Business’ continued focus on creating hyperlocal consumer experiences rooted in regional culture and community engagement. By bringing together devotion, innovation, food and purposeful utility, the company created a memorable celebration that honoured Odisha’s rich heritage while deepening consumer engagement at one of the country’s most significant cultural gatherings.