Ayodhya,

19 Oct (HS): ITC Mangaldeep, India’s leading incense brand, joined the grand

Ayodhya Deepotsav initiative hosted by the Government of Uttar Pradesh and

conducted a unique initiative to bring devotees across India together

digitally. As part of this effort, Mangaldeep launched an Augmented Reality

(AR)-powered campaign, allowing people from different corners of the country to

virtually experience the Deepotsav and light their Diyas, contributing to the

collective illumination of Ayodhya.

Through

this initiative, Mangaldeep continued its mission to make devotion more

inclusive, accessible, and experiential, using technology to connect millions

of devotees to the spiritual energy of the festival. Devotees participated via

the AR-powered microsite at where every Diya lit virtually corresponded to an

actual Diya lit in Ayodhya on Sunday, creating a shared, pan-India celebration.

While

the initial plan was to light 1 lakh Diyas, ITC Mangaldeep received an

overwhelming 1.3 lakh digital Diyas through our AR initiative. In response, we

decided to light 1.3 lakh Diyas on ground as well, symbolizing a collective

message of faith, unity, and positivity. The Mangaldeep Khushboo Path further

enhanced the ambience, infusing the air with divine fragrance through 25

five-foot Agarbatti sticks and 25 Maha Havan Cups.

Rohit

Dogra, Divisional CEO of Matches and Agarbatti Division at ITC, said, “At ITC

Mangaldeep, devotion is timeless, but the way we experience it can evolve. With

this initiative, we united millions of devotees across India digitally, allowing

them to feel part of the spiritual energy of Ayodhya, no matter where they

were. We are truly thankful to be part of this grand celebration at Ayodhya,

which lights up the land of India with faith and devotion. It was a step

towards making devotion more immersive, inclusive, and meaningful in today’s

digital era.”

Nikhil

Tikaram Funde, I.A.S, District Magistrate, Ayodhya, shared, “We are delighted

to have ITC Mangaldeep join the government’s Deepotsav celebrations. Their

initiative to bring people together digitally has allowed devotees from across

the country to participate in Ayodhya’s sacred festivities, reinforcing the

spirit of unity and devotion that Deepotsav represents.” With this effort, ITC

Mangaldeep reaffirmed its pioneering role in reimagining devotion, showing that

faith and technology can coexist to create experiences that inspire, connect,

and uplift.

Hindusthan Samachar / Abhishek Awasthi