Aashirvaad celebrates mothers this Diwali, with 'Ghar layein Aashirvaad' Campaign

This Diwali, Aashirvaad, one of India’s most trusted household staple brands, celebrates the women who bring every home to life with its festive campaign, “Ghar Layein Aashirvaad.” The campaign pays a heartfelt tribute to mothers, the true light of every household—captured through a beautifully composed music video that portrays how their warmth, care, and quiet strength illuminate every moment of Diwali. It’s her love that brings the family together and truly makes them shine.

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From kitchens filled with the aroma of gujiyas and besan laddoos to courtyards glowing with diyas and laughter, the film captures how her touch turns rituals into lasting memories and everyday gestures into blessings. The musical film portrays how every generation passes down not just recipes and rituals, but the essence of love, togetherness, and Aashirvaad. With this campaign, the brand once again reinforces its commitment to celebrating Indian households and the hands that make every festival truly radiant.

Speaking about the campaign, Anuj Rustagi, BU Chief Executive Staples, Food Division, ITC Ltd. said, “ Diwali is a celebration of light, togetherness, and gratitude – values that truly reflect the ethos of Aashirvaad. This year’s campaign honours mothers, who create moments of connection and make every celebration complete.”

Alongside the film, Aashirvaad has introduced a unique ‘Ghar Layein Aashirvaad’ Rangoli Contest, where participants can upload pictures of their Diwali rangoli to receive a personalised digital greeting cards from TV’s beloved actress Rupali Ganguly. Every day, 100 winners stand a chance to win Amazon vouchers worth ₹500 each, adding an extra sparkle to their celebrations.

To celebrate Diwali, the brand has introduced Limited Edition Diwali packs of Aashirvaad Shudh Chakki Atta. The pack also features a QR code that takes consumers directly to the contest microsite — turning every festive purchase into a chance to celebrate and win.

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