ITC Foods Takes Local Festival Sponsorships Into Storytelling

ITC Foods is changing how it presents its Aashirvaad brand during festivals.

Earlier, its campaigns mostly talked about the products.

This year, the brand focused on the people who make the rath.

These craftspeople are part of the Vishwakarma Maharana community.

The campaign celebrated their skills and hard work.

It also highlighted how carefully they work.

Their work was connected to quality and tradition.

The campaign was named Gunatmaka Paramparaa, which means “tradition of quality.”