July 24: Puri Rath Yatra continues to provide an opportunity for brands to engage with consumers through experiences inspired by Odisha’s rich culture, traditions and heritage. This year, ITC‘s Foods brands participated through four distinct initiatives, each drawing inspiration from a unique aspect of Rath Yatra while celebrating local traditions and creating meaningful consumer experiences.
Sunfeast YiPPee! celebrated Odisha’s philosophy of ‘Baro Masa, Tero Parba’ through Baro Masa, YiPPee! Parba, reimagining 13 iconic Odia festive dishes into innovative noodle creations. Inspired by Odisha’s vibrant festivals and the storytelling tradition of Pattachitra art, the initiative brought together culinary innovation, immersive cultural experiences and interactive installations that celebrated the state’s rich food and artistic heritage.
Sunfeast Marie Light continued its association with the Sun through Surya Vardaan, a Vitamin D awareness initiative built around its proposition of the Goodness of Vitamin D. Leveraging the scale of Rath Yatra, the campaign encouraged devotees and families to better understand their Vitamin D requirements through a simple two-minute assessment, combining on-ground engagement with digital participation to make awareness more accessible.
Continuing its deep-rooted association with the iconic Puri Rath Yatra, Aashirvaad Atta presented Gunatmaka Paramparaa, an immersive cultural experience inspired by the enduring legacy of the Vishwakarma Maharana community, the master craftsmen behind Lord Jagannath’s sacred Rath. Celebrating generations of craftsmanship, quality and tradition, the initiative paid tribute to the community through an immersive experience inspired by the timeless tradition of Rath Nirman.
Building on the success of last year’s initiative, Aashirvaad Salt returned with a larger movement-led Iodine Ka Tilak campaign inspired by the three enduring pillars of Rath Yatra – Darshan, Ann and Seva. The initiative combined iodine awareness, Odisha’s culinary traditions and community nourishment by encouraging conversations around iodized salt, celebrating local food experiences and contributing Aashirvaad Salt packs to partner NGOs supporting community meal programmes for children.
Together, these initiatives reflect ITC Foods‘ continued association with Odisha and Puri Rath Yatra by celebrating the state’s culinary heritage, traditions, craftsmanship and community spirit through experiences that connect culture with everyday consumer relevance.