The brand launched a new campaign “Gehu Gehu Hai Vishesh, Har Gehu Mein Hai Ganesh” a first-of-its-kind celebration combining the festive spirit and tradition
Mumbai, August 30, 2025: ITC’s Aashirvaad Atta has unveiled a first-of-its-kind festive initiative at one of Mumbai’s most iconic Ganesh pandals – Andheri Cha Raja with its special campaign, “Gehu Gehu Hai Vishesh, Har Gehu Mein Hai Ganesh” campaign.
Through this initiative, Aashirvaad pays a heartfelt tribute to purity and devotion by unveiling a divine marvel: Lord Ganesha engraved on a single grain of pure wheat. For over two decades, Aashirvaad has stood as India’s most trusted atta brand, delivering the finest quality wheat to millions of households. This gesture reflects the brand’s unwavering commitment to shuddhata (purity) and quality.
The centerpiece of the campaign is the Ganesha Creation Zone - a one-of-its-kind experience that brings alive the purity of wheat in a truly devotional way. Here, devotees are invited to create their own vision of Lord Ganesha, with each artwork magnified onto a majestic golden wheat grain installation and personalized with their name. To make the moment memorable, devotees take home an actual wheat grain engraved with Lord Ganesh, along with prasad and a festive hamper.
Speaking on the occasion, Mr. Anuj Rustagi, Chief Executive - Staples, Foods Division, ITC Ltd, said, “Ganesh Chaturthi is celebrated with grandeur across Maharashtra, and we wanted to create something deeply memorable for devotees. ‘Gehu Gehu Hai Vishesh, Har Gehu Mein Hai Ganesh’ activity captures the essence that every grain of Aashirvaad wheat is as special as the blessings of Lord Ganesha - pure and of impeccable quality because they are sourced from the right farms. Our recently launched Aashirvaad Chakki Range of Premium Sehori, Sehori, Lokwan and Khapli Atta embodies these values and reflect the unique and superior quality wheat choice of discerning Mumbai homemaker.”
Adding to the festive spirit, popular Marathi television celebrity Spruha Joshi graced the Aashirvaad activation zone, where she experienced the entire initiative alongside devotees. Further elevating the devotional aura, renowned miniature maestro Panna Maheshwari, who has mastered the art of inscribing and illustrating on the tiniest canvases, showcased his rare craft by hand-painting Lord Ganesha on an actual wheat grain - with select grains being shared as keepsakes with eminent personalities and lucky devotees, making this Ganesh Chaturthi celebration truly one of a kind.
Spruha Joshi said, "Ganesh Chaturthi is close to every Mumbikar’s heart, and this beautiful concept perfectly captures how the divine touches every aspect of our lives. I'm honoured to be part of this unique celebration that brings together our rich traditions with Aashirvaad's commitment to quality."
In a move to further solidify this unique initiative, Aashirvaad will attempt to create a record for “Biggest Distribution of Ganesha Idols on Wheat Grains” within the 10-day celebration. The activation zone is open to devotees from August 27 to September 05 2025, from 4pm onwards.
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