ITC’s Aashirvaad Atta has unveiled a first-of-its-kind festive initiative at one of Mumbai’s iconic Ganesh pandals, Andheri Cha Raja with its campaign, ‘Gehu Gehu Hai Vishesh, Har Gehu Mein Hai Ganesh’ campaign.
Through this initiative, Aashirvaad introduced an installation featuring Lord Ganesha engraved on a single grain of wheat. The brand, known for supplying wheat for over two decades, positioned the activity around purity and quality.
The centerpiece of the campaign is the Ganesha Creation Zone, where visitors can create representations of Lord Ganesha. Each artwork is magnified onto a golden wheat grain installation and personalized with the participant’s name. Visitors also receive a wheat grain engraved with Lord Ganesha, along with prasad and a festive hamper.
Speaking on the occasion, Mr. Anuj Rustagi, Chief Executive - Staples, Foods Division, ITC Ltd, said, “Ganesh Chaturthi is celebrated with grandeur across Maharashtra, and we wanted to create something deeply memorable for devotees. ‘Gehu Gehu Hai Vishesh, Har Gehu Mein Hai Ganesh’ activity captures the essence that every grain of Aashirvaad wheat is as special as the blessings of Lord Ganesha - pure and of impeccable quality because they are sourced from the right farms. Our recently launched Aashirvaad Chakki Range of Premium Sehori, Sehori, Lokwan and Khapli Atta embodies these values and reflect the unique and superior quality wheat choice of discerning Mumbai homemaker.”
Adding to the festive spirit, Marathi television celebrity Spruha Joshi graced the Aashirvaad activation zone, where she experienced the entire initiative alongside devotees. Renowned miniature maestro Panna Maheshwari, who has mastered the art of inscribing and illustrating on the tiniest canvases, showcased his rare craft by hand-painting Lord Ganesha on an actual wheat grain - with select grains being shared as keepsakes with eminent personalities and lucky devotees, making this Ganesh Chaturthi celebration truly one of a kind.
Spruha Joshi said, "Ganesh Chaturthi is close to every Mumbikar’s heart, and this beautiful concept perfectly captures how the divine touches every aspect of our lives. I'm honoured to be part of this unique celebration that brings together our rich traditions with Aashirvaad's commitment to quality."
In a move to further solidify this unique initiative, Aashirvaad will attempt to create a record for ‘Biggest Distribution of Ganesha Idols on Wheat Grains’ within the 10-day celebration.
