Aashirvaad Svasti Mishti Doi’s ‘50 Stories of Timeless Memories’ campaign is centered around bringing alive timeless memories associated with the quintessential Bengali delicacy.
As a part of the campaign, the brand took a unique approach to connect with consumers and bring alive memorable stories associated with Mishti Doi leveraging Augmented Reality.
The AR-enabled advertisement campaign which was rolled out in print media in West Bengal, illustrates memories associated with Mishti Doi through an amalgamation of visuals, colors, immersive audio, and soul-stirring music deeply rooted in the culture of Bengal and Bengali households.
From listening to Mahishasur Mardini, a hymn sung in praise of goddess Durga/the divine mother before the onset of Durga Puja, to the countless stories from grandma, the campaign created nostalgic moments that struck a chord with the consumers of the region.
Speaking about the campaign, Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC Limited, said, “West Bengal is home to a rich repository of cultural and culinary stories. Mishti Doi is inherently relished in the region and has a strong relevance in the lives of our consumers. The ’50 Stories of Timeless Memories’ campaign from Aashirvaad Svasti Mishti Doi is an ode to these cherished memories and lets one savour the taste of the comforting past. Through this AR-based campaign, we aspire to rekindle the region’s love for its culture, community, and culinary brilliance through the common thread of nostalgia.”
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