Aashirvaad Shudh Chakki Atta has launched a heartfelt digital campaign titled ‘Ghar Jaisa Chhath’, bringing the sacred rituals and traditions of Chhath Puja to devotees’ homes through an interactive online experience. The initiative beautifully blends cultural nostalgia with digital innovation, allowing people to celebrate the festival virtually while staying connected to its spiritual essence.
At the core of the campaign is the Aashirvaad Chhath Experience microsite, which offers users a step-by-step virtual walkthrough of the rituals – from preparing Thekua and arranging the Soop to offering prayers to Chhathi Maiya and the Sun. The microsite also features traditional Chhath geet and soothing river ghat ambience, recreating the devotional atmosphere associated with the festival.
To make the experience more engaging, users can capture and share Chhath-themed selfies, spreading festive joy online. Complementing the experience is the #GharJaisaChhath Contest (October 25–31, 2025), inviting participants to complete the microsite journey and share their selfies for a chance to win exclusive prizes.
Anuj Rustagi, BU Chief Executive – Staples, Foods Division, ITC, said,
“Through our festive campaigns, we aim to connect with consumers in an authentic and meaningful way. ‘Ghar Jaisa Chhath’ celebrates devotion in a modern format, allowing families to honour age-old traditions while staying rooted in their cultural values. Every element-from river ghat sounds to Chhath geet-has been crafted to evoke the feeling of being at the ghat itself.”
Adding a tangible touch to the celebration, Aashirvaad has unveiled a Limited Edition Chhath Pack featuring Madhubani art curated by Padma Shri Dulari Devi. Each pack includes a QR code that links directly to the digital experience, enabling consumers across India to celebrate Chhath Puja in a way that’s both modern and deeply traditional.
