Kolkata: This Durga Puja, ITC’s Aashirvaad Mishti Doi
rekindled timeless memories and left an indelible mark in the hearts of
Bengalis. The brandbrought back the
memorable ‘doiwalas’ from the
pages of rich Bengali literature,who
were once the heart and soul of Kolkata's streets spreading joy with their
delectable mishti doi, calling out in their signature tune- ‘Doi Chaaai Dooooiii…’
Only this time, it was Aashirvaad Mishti doi
coming out of their earthen pots rekindling the heart-warming emotions tied to
this timeless tradition and delighting people with the same rich and creamy
taste. Actors in the attire of ‘Doiwalas’, wearing dhotis
and gamchhas, walked around the streets with a wooden plank (baank) on their
shoulders containing Aashirvaad Mishti doi
in earthen pots.
A Musical treat accompanied these doiwalas, with Aashirvaad
Mishti Doi song,
exclusively sung by Aritra Dasgupta. Inspired by Bengal's culture, the
song gained popularity with almost more than a lakh views on You Tube in a
week. The joyous 'doiwalas' also joined in celebration, swinging to this
tune at popular locations such as Hindustan Park Purbachal and New
Town Sarbojanin. Aashirvaad Mishti Doi was also served at a few pandals as
'sesh paate doi,', giving attendees the opportunity to savour the delicious
mishti doi during the auspicious celebrations.
ITC’s Aashirvaad Mishti doi, which is available in 2000+ general
stores, modern trade stores across Kolkata and on ITC estore. has always
associated itself with Bengali nostalgia bringing back timeless memories of
yesteryear with its delicious taste. This campaign had the iconic 'Doi-walas’,
as a vehicle to bring back these cherished memories by reaching out to newer
generations and providing them an experience of the treasured past.
Commenting on the campaign, Mr Sanjay Singal, Chief Operating Officer – Dairy and
Beverages, ITC Limited, said,
"Mishti Doi is one of
the most loved desserts in West Bengal and is also considered to be a must have
during special occasions. It gives me immense pleasure that during the festive
days we were able to bring the taste of this iconic dessert to our consumers
through none other than the iconic doi-walas. They brought alive a lot of
nostalgia and cherished memories associated with the dessert.”
In addition to these heartwarming efforts, Aashirvaad Mishti Doi
hosted a digital contest, '#MishtiSwaaderSmriti,' encouraging participants to
share their cherished Durga Puja memories in creative ways. The contest winners
received exciting prizes, adding to the delight of the festivities. Overall,
Aashirvaad Mishti Doi engaged with over ~33,000 consumers through various
activations during this period, bringing a delightful taste of old memories to
the streets of Kolkata during Durga Puja.
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