Archive · 6 Sep 2026
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.”
ITC Foods is using local festivals to develop more community-focused brand storytelling.
In previous years, Aashirvaad campaigns mainly showcased its products and their unique selling points.
This year, the brand celebrated the people who make the rath.
Those makers belong to the Vishwakarma Maharana community.
The campaign, called Gunatmaka Paramparaa, highlighted the precision, quality, and history of their work.
- Who
- ITC Foods, the Aashirvaad brand, and rath makers from the Vishwakarma Maharana community.
- What
- Aashirvaad shifted from primarily showcasing products to celebrating the craftspeople and traditions behind a festival rath.
- When
- This year; no exact date is specified.
- Why
- To highlight the rath makers’ precision, high-quality work, and history, while connecting the brand with local tradition.
- Company
- ITC Foods
- Brand
- Aashirvaad
- Community featured
- Vishwakarma Maharana community
- Campaign name
- Gunatmaka Paramparaa
- Campaign meaning
- Tradition of quality
- Previous approach
- Showcasing Aashirvaad products and their unique selling points
- Current focus
- Celebrating the people who make the rath and the history and quality of their work