As the city gets ready in its brightest hues to welcome one of its most anticipated festivals, Bihu ITC Ltd.’s Aashirvaad Atta welcomes people to participate in a special “Match the Bihu Beat” challenge. The campaign attempts to bring to life the cultural richness of the Bihu festive rituals albeit with a new-age digital twist. This unique one-of-a-kind initiative by Aashirvaad is an endeavour to make the occasion more memorable for the Assamese people and can be experienced at the major Bihu Sammelans/Melas in Ujan Bazar Latasil, Ganeshguri and Chandmariin Guwahati.
The three day-long festive celebration kicks off on April 14, 2023 and will involve digital avatars of women performing the traditional Bihu dance on a life-sized screen. The experience will be gamified by connecting each step of the dance to the superior 4-step process is involved in making Aashirvaad, Assam’s and India’s No.1 atta brand.
Each move is perfected by the participants will take them further in the 4-step journey of Aashirvaad, visually represented through a 4-step meter on the screen. Mr. Ganesh Sundararaman, SBU Chief Executive – Staples, Snacks and Meals, ITC Ltd., said, “‘Match the Bihu Beat’ challenge is our small effort in engaging with the state’s traditions and we look forward to an encouraging response from the people of Assam.”
