ITC’s Aashirvaad Sehori Atta has unveiled a festive activation at one of Mumbai’s most iconic Ganesh pandals – Andheri Cha Raja with its special campaign, ‘Gehu Gehu Hai Vishesh, Har Gehu Mein Hai Ganesh.’ Blending traditional devotion with contemporary engagement, the activation opened to devotees on August 27 and will run through the Ganesh Chaturthi celebrations.
Through this initiative, Aashirvaad aims to pay a heartfelt tribute to purity and devotion by unveiling a divine marvel: Lord Ganesha created on a single grain of pure wheat. This extraordinary gesture reflects the brand’s unwavering commitment to shudhata (purity) and the belief that even the smallest, purest offering can hold the mightiest blessing.
At the heart of the activation is the Digital Ganesha Creation Zone, an immersive engagement space featuring a life-sized golden wheat grain installation, symbolising purity. Visitors can use interactive tablets to digitally draw or trace their own version of Lord Ganesha on a single grain of wheat, with easy-to-use transparent templates guiding the process. Once submitted, each artwork is instantly projected onto the giant golden grain, personalised with the participant’s name. Devotees are then photographed with their creation, and a customised AR-framed digital version is instantly shared with them on WhatsApp, enabling easy sharing with family and friends.
Each participant receives a commemorative hamper including a 1kg pack of Aashirvaad Sehori or Lokwan Atta, an Aarti booklet and a box of modak made from Aashirvaad atta. In addition, a few lucky winners will be presented with a special micro-carved wheat grain Ganesha, encased in an acrylic box with a magnifying lens, making the activity both a personal expression of faith and a memorable festive keepsake.
Popular Marathi television celebrity Spruha Joshi graced the Aashirvaad activation zone, where she experienced the Digital Ganesha Creation Zone alongside devotees and interacted with participants. Further elevating the devotional aura, 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 its kind.
Speaking on the occasion, Mr. Anuj Rustagi, COO, Staples & Adjacencies, Foods Division, ITC Ltd, said, “Ganesh Chaturthi is celebrated with grandeur across Maharashtra, and we wanted to create something equally memorable for devotees. Through ‘Gehu Gehu Hai Vishesh, Har Gehu Mein Hai Ganesh’. we wanted to capture that essence by showing how every grain of Aashirvaad wheat is as special as the blessings of Lord Ganesha. This activation brings together devotion and innovation at a scale never seen before - from the digital creation of Ganesha idols to our world record attempt of distributing engraved wheat grains. It is our way of reinforcing the message that every grain of Aashirvaad wheat carries purity, blessings, and trust.”
Spruha Joshi said, "Ganesh Chaturthi is close to every Maharashtrian'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 elevate the initiative, Aashirvaad is attempting to enter the India Book of Records and Asia Book of Records for the ‘Biggest Distribution of Ganesha Idols on Wheat Grains.’ Thousands of devotees and eminent personalities will be receiving wheat grains intricately engraved with Lord Ganesha’s image over the course of the festival.
