Aashirvaad Celebrates Diwali with Ghar Layein Aashirvaad Tribute

As Diwali's glow illuminates homes across India, Aashirvaad, the beloved ITC household staple, has unveiled its touching festive campaign, ‘Ghar Layein Aashirvaad’, placing mothers at the heart of the celebrations.

This initiative honors the unsung heroes of every Indian family—the women whose warmth and resilience turn ordinary moments into cherished memories.

The campaign's centerpiece is a soul-stirring musical film that weaves together vignettes of Diwali joy: mothers kneading dough for gujiyas and besan laddoos in bustling kitchens, lighting diyas in twinkling courtyards, and sharing laughter amid the festival's rituals.

Through evocative melodies and visuals, it captures the generational magic of recipes passed down like heirlooms, emphasizing how a mother's touch infuses homes with light, love, and unbreakable bonds. "Mothers are the true diyas that brighten our lives," the film poignantly reminds viewers, aligning seamlessly with Diwali's spirit of gratitude and togetherness.

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To deepen engagement, Aashirvaad introduces Limited Edition Diwali packs of its Shudh Chakki Atta, adorned with a special QR code. Scanning it unlocks the ‘Ghar Layein Aashirvaad’ Rangoli Contest, where families upload photos of their vibrant rangoli designs. In a delightful twist, participants receive personalized digital greeting cards from beloved TV actress Rupali Ganguly, known for her nurturing roles. Daily, 100 lucky winners will be selected to win Amazon vouchers worth ₹500 each, blending festive fun with rewarding surprises.

Anuj Rustagi, BU Chief Executive of Staples, Food Division at ITC Ltd., shared his vision: “Diwali is a celebration of light, togetherness, and gratitude—values that truly reflect the ethos of Aashirvaad. This year’s campaign honours mothers, who create moments of connection and make every celebration complete.”

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Rolling out across digital platforms and social media during the peak Diwali season, the campaign targets families craving meaningful connections amid the festivities. By merging emotional storytelling with interactive elements, Aashirvaad not only reinforces its role as a trusted kitchen companion but also fosters a deeper appreciation for the hands that nurture India's homes. As fireworks light the night sky, this tribute reminds us: the brightest spark comes from within.