E - PAPER

CURRENT ISSUE

LAST ISSUE

VIEW ALL
    • Login
  • HOME
  • COVER STORY
  • CMO INTERVIEWS
  • LATEST NEWS
  • CREATIVE ZONE
  • SPOTLIGHT
  • INTERVIEWS
  • BACKBEAT
  • VIDEOS
  • HAPPENINGS
  • E-PAPER
  • THE TEAM
  • EVENTS
search
  1. Home
  2. More From Impact

Aashirvaad’s Madhubani Art Campaign Brings Chhath Puja to Life

ITC Aashirvaad celebrates Chhath Puja with a Madhubani art workshop, limited-edition packs, and a UGC contest to engage consumers

BY TEAM IMPACT
07th November 2024
Aashirvaad’s Madhubani Art Campaign Brings Chhath Puja to Life

ITC Aashirvaad, a well-established brand in the Indian atta market, has launched a special campaign to celebrate the vibrant festival of Chhath Puja. In collaboration with Padma Shri Smt. Dulari Devi, a renowned Madhubani artist, the initiative—titled Apni Madhubani, Apna Aashirvaad—aims to celebrate Bihar's rich cultural heritage through the traditional art form of Madhubani.

As part of the campaign, a unique workshop was organised by ITC, where budding artists and enthusiasts had the opportunity to learn directly from Smt. Dulari Devi, a prominent figure in the Madhubani tradition. The workshop allowed participants to explore the intricate techniques of this folk art, which has been passed down through generations in Bihar’s Mithila region.

In addition to the workshop, ITC Aashirvaad has launched limited-edition atta packs adorned with exclusive Madhubani artwork by Smt. Dulari Devi. The design on these packs highlights the rituals and traditions of Chhath Puja, adding a cultural touch to the festive celebrations. To deepen the consumer’s connection with the festival, the pack includes a QR code linking to an interactive feature that explains the rituals, significance, and history of Chhath Puja.

“We are pleased to be part of such an important cultural celebration and honoured to collaborate with Smt. Dulari Devi,” said Mr. Anuj Rustagi, COO, Staples & Adjacencies at ITC Ltd. “Through this initiative, we hope to engage with the younger generation, encouraging them to appreciate and carry forward the cultural richness of Madhubani art.”

Smt. Dulari Devi expressed her excitement about the collaboration, noting, “This initiative celebrates Chhath Puja and helps keep the essence of Madhubani art alive for future generations. I am thrilled to be a part of it.”

Alongside the workshops and festive packs, Aashirvaad has launched a user-generated content (UGC) contest to further engage with the community. Running from November 4th to December 4th, participants are invited to showcase their Madhubani artwork for a chance to win exciting prizes. Those wishing to participate can give a missed call to 7097299717 and submit their artwork as part of the competition.

Aashirvaad, known for its focus on purity, ensures that its products are made with 0% maida, using carefully selected grains and a packaging process that adheres to stringent hygiene standards. The limited-edition packs are available in stores across Bihar and Jharkhand, where the brand enjoys strong market presence.

  • TAGS :
  • ITC Aashirvaad
  • Chhath Puja
  • Madhubani art
  • Padma Shri Dulari Devi
  • Aashirvaad atta
  • Aashirvaad atta x Chhath Puja

RELATED STORY VIEW MORE

WPP Names Baiju Shah as Global CEO of AKQA
YouTube brings Hype to India to boost discovery for creators with 500-500K subscribers
7UP® Launches '7 Days of Super Duper Summer' Campaign to Beat the Heat

TOP STORY

Understanding the Cycle

Can bold storytelling really shift mindsets? Deepshikha Goel & Shilpi Ghosh of Tata Trusts unpack the impact of their ‘Maheena Aa Gaya’ campaign


When Brands Collaborate


Breaking the Glass Ceiling


NEWS LETTER

Subscribe for our news letter


E - PAPER


  • CURRENT

  • LAST WEEK

Subscribe To Impact Online

BUY IMPACT ONLINE



IMPACT SPECIAL ISSUES


  • Suniel shetty takes the Spotlight

  • Miked Up for Goafest

  • Get Set Goaaa!

  • Anupriya Acharya Tops the IMPACT 50 Most Influenti

  • Advertising Turbocharged

  • A Toast to creativity

  • GOAing towards tech-lead creativity

  • REDISCOVERING ONESELF

  • 50 MOST INFLUENTIAL WOMEN LIST 2022

  • BACK WITH A BANG!

  • Your Best Coffee Ever

  • PR Commune Magazine June-July 2022

  • 13th-ANNIVERSARY-SPECIAL

  • PR Commune Magazine April 2022

VIDEO GALLERY VIEW MORE

NewMe Taps Into ‘Fast’ Fashion

Use your existing account to sign in

I forgot my password

or sign in using apps you love:

New user? Sign up

Get connected with us on social networks!
ABOUT IMPACT

IMPACT was set up in year 2000 with the aim of publishing niche, relevant and quality publications for the marketing, advertising and media professionals.

Useful links

COVER-STORY-60.HTML

CMO-INTERVIEW-5.HTML

JUST-IN.HTML

CREATIVE-ZONE-56.HTML

SPOTLIGHT-8.HTML

INTERVIEW-7.HTML

BACKBEAT-1.HTML

VIDEOS

ALL/HAPPENINGS

HTTP://DIGITAL.IMPACTONNET.COM

HTTPS://WWW.IMPACTONNET.COM/AUTHORS.HTML

HTTPS://E4MEVENTS.COM/

OTHER LINKS

REFUND POLICY

GDPR-COMPLIANCE

COOKIE-POLICY

SITEMAP

PRIVACY-POLICY

TERMS AND CONDITIONS

Contact

ADSERT WEB SOLUTIONS PVT. LTD. 3'rd Floor, D-40, Sector-2, Noida (Uttar Pradesh), Pincode - 201301

Connect With Us !


Copyright © 2025 impactonnet.com