This year, Aashirvaad Atta from ITC Ltd., took the Durga Puja celebrations to newer heights by setting a national record in the India Book of Records. Over 800 Kolkatans through their zeal and energy enabled Aashirvaad Atta and Kolkata to etch their names in the record book by participating in the ‘longest non-stop Dhunuchi dance relay marathon’, organised by the brand.
This year marked Aashirvaad Atta’s 12th anniversary as a packaged atta brand. To commemorate the special milestone, the brand announced the unique 12-hour, record-breaking challenge which was also a part of Aashirvaad Atta’s larger campaign ‘ChotPote hotei hobe’ that encourages consumers to keep themselves fit, round-the-year. The campaign is in line with Aashirvaad Atta’s attribute of being a good source of fibre that keeps the body energised and active every day.
The brand released a digital video showcasing how the community comes together for the devotional ‘Dhunuchi naach’, which is integral to Durga Puja celebrations. The video opens with visuals of a majestic view of Durga Maa in focus. With a sound of the ‘Dhunuchi dhak’ in the background, the camera brings the viewers’ attention to the smoke coming from Dhunuchi or the earthen pot, representing the beginning of the Puja. The next frame shows enthusiastic Kolkatans performing the traditional Dhunuchi dance to the tune of the dhak by holding the Dhunuchi pots that billows the fragrant smoke.
The video closes with visuals from the on-ground event that captures the success of the record-setting dance relay marathon performed by the ‘ChotPote’ (energetic and active) people of Kolkata.
Hemant Malik, Divisional Chief Executive, Foods Division, ITC Ltd., said, “In India, roti is more than a piece of bread. It also reflects our traditions, values and culture. Aashirvaad Atta being India’s No.1 packaged atta brand binds people together in traditions that come alive, especially during festivals. Through this initiative, we wanted to create a meaningful connect with the festive spirit of Durga Puja by recreating the intrinsic ritual of the dhunuchi dance in a non-stop, marathon format. The response was overwhelming and we were encouraged by the large participation in the record-breaking campaign.”