Fortune, the edible oils and food staples brand of AWL Agri Business Ltd (formerly Adani Wilmar), anchored its Rath Yatra 2025 presence in Puri on a 40ft x 10ft “Fortune Zone” on Grand Road. The installation was split into three compartments: a mixed reality / virtual reality cooking bay, a live kitchen with a sampling counter, and a compartment housing an LED screen and storage.
The immersive sequence ran in five steps. Devotees poured real ingredients from Fortune packs into earthen pots, put on Oculus headsets, cooked khichdi or khaja in mixed reality, entered a virtual Jagannath Mandir, and offered the prasad there in VR before receiving a real, freshly cooked sample at the counter. The brand framed the idea as “From Prayer to Prasad”.
The zone reported a daily footfall of more than 10,000 visitors, with thousands taking part in the MR/VR prasad-making experience. Fortune product sales were reported to have lifted over the festival period. Surrounding non-XR campaign elements, catalogued here only as context, included a live jalebi-making competition, a spin-the-wheel sales activation, an anamorphic LED display on the Puri beachfront, Alife-branded changing stations and 60 branded e-rickshaws.
AWL had run a VR-only experience at the previous Rath Yatra; its 2025 statement describes expanding “from a single VR experience to a complete multi-sensory journey”. A further, separate activation followed at Rath Yatra 2026.
