The vibrant festival of Bihu was celebrated with tremendous enthusiasm and spontaneous participation as this year marked the festival’s global accreditation, making Assam proud. Celebrations continue, as the state has further achieved a unique feat of World Record with as many as 3,500 number of people participating in the Match the Bihu Beat Challenge with Aashirvaad Atta. Enthusiastic revelers danced their way to winning the title of Highest participants in Digital Bihu Dance by World Records India. Supported by Aashirvaad, India’s no.1 atta, the event was held across Bihu Sammelans in Latasil, Ganeshguri, and Chandmariover a span of four days.
Aashirvaad celebrated Bihu with digital avatars of Bihu Dancers on a life-sized screen. This campaign enlivened the cultural legacy of Bihu with a new-age digital twist. The graceful and rhythmic movements of the dancers were a spectacle, and the experience was gamified by connecting each step of the dance to the superior 4-step process involved in making Aashirvaad, Assam’s and India’s No.1 atta brand.
Participants were gifted exciting customized merchandize including the Assamese Gamusa, which was recently honoured with a GI tag. Speaking on the occasion, Mr. Ganesh Sundararaman, SBU Chief Executive – Staples, Snacks and Meals, ITC Ltd., said, “We look forward to further celebrating the unique culture of the region and making our relationship with the consumers more meaningful.”
