ITC‘s Aashirvaad Mishti Doi brought back fond memories and made a lasting impression on Bengalis during this Durga Puja. The brand brought back the well-known “doiwalas,” who were once the life and soul of Kolkata’s streets, spreading joy with their delicious mishti doi and shouting out in their catchphrase, Doi Chaaai Dooooiii.

This time, however, it was Aashirvaad Mishti doi that was emerging from their earthen pots, delighting people with the same rich, creamy taste and bringing back the pleasant feelings associated with this age-old custom.Actors dressed as “Doiwalas,” sporting gamchhas and dhotis, strolled through the streets carrying an earthen pot filled with Aashirvaad Mishti doi on a wooden plank, or baank.

These doiwalas were accompanied by a musical treat, Aritra Dasgupta’s rendition of the song Aashirvaad Mishti Doi. The song, which was influenced by Bengali culture, became well-known and in just one week had about one million views on YouTube. In celebration, the happy “doiwalas” also began to swing to this song at well-known places like Hindustan Park Purbachal and New Town Sarbojanin. In addition, Aashirvaad Mishti Doi was provided as “sesh paate doi” in select pandals, allowing guests to enjoy the delectable mishti doi throughout the auspicious festivities.

ITC’s Aashirvaad Mishti doi, which is available in 2000+ general stores, modern trade stores across Kolkata, and on theITC e-store.

Apart from these inspiring initiatives, Aashirvaad Mishti Doi organized a digital competition called ‘#MishtiSwaaderSmriti,’ which invited participants to creatively share their most treasured Durga Puja experiences. Exciting prizes were given to the contest winners, which increased the joy of the celebrations. During Durga Puja, Aashirvaad Mishti Doi brought a nostalgic taste of the past to the streets of Kolkata by engaging with over 33,000 consumers through various activations.

Priyanka Dutta