ITC Aashirvaad Thiyyani Utsavam - Spreading Smiles

October 18, 2022

Synonymous with happiness, positivity and bonding, the true essence of Diwali lies in sharing the joy with others, spreading sweetness and smiles. Inspired by this thought, Aashirvaad marked the onset of Diwali 2022 with a heart-warming campaign Thiyyani Utsavam. Thiyyani Utsavam translates to "Sweet Festival" and aims at bringing the act of sharing to centre stage.

At the core of Thiyyani Utsavam is a popular Aashirvaad product - the Gulab Jamun Instant Mix. The campaign was kick-started in 5 schools in Hyderabad and Visakhapatnam, where school children came together to make Gulab Jamuns for a special cause. Children actively took part in the dough making and rolling process. The rooms filled with infectious laughter as they poured in their love as they made the Jamuns.

For every Gulab Jamun they made from the mix, Aashirvaad provided materials for preparing 5 times the number of Gulab Jamuns for children at rural schools in Andhra Pradesh & Telangana. It was deeply satisfying to see the joy on the children's faces as they feasted on the sweets in the far off villages.

The Thiyyani Utsavam campaign has now gone digital and aims to become a medium where anyone can virtually send the sweetness of Gulab Jamuns to rural school children. The goal is to reach 1 lakh school children through this initiative.

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