Ad Campaigns
Aashirvaad Salt hits the streets with ‘Iodine ka Tilak’ and theatre on wheels
MUMBAI: As chants of “Jai Jagannath” echo through Odisha, ITC’s Aashirvaad Salt is mixing devotion with education—quite literally. In the second edition of its ‘Iodine Ka Tilak’ campaign, the brand is rolling out a Rath Yatra special with a new spin: Patha Nataka, or street theatre, to drive home the importance of iodine in everyday meals.
Performances by local artists—held across Puri, Bhubaneswar, Konark and Cuttack—tell a relatable tale: a worried mother, a struggling child, and a doctor’s advice to switch to iodised salt to prevent deficiency and boost brainpower. The message is clear: a smarter kitchen leads to smarter kids.
At the centre of the initiative is the now-familiar ritual of applying ‘Iodine ka Tilak’—a sandalwood paste laced with iodine tincture—on devotees’ foreheads, blending tradition with health science in a symbolic (and literal) dose of wellness.
ITC Ltd. COO, Staples & Adjacencies, Foods Division, Anuj Rustagi said, “With ‘Iodine Ka Tilak,’ we continue our mission to educate families about the risks of iodine deficiency. Iodized salt plays a crucial role in meeting the iodine required for brain development, especially for children. This year, through Patha Nataka, we are taking this vital message directly into communities, making it engaging, accessible, and deeply rooted in culture. Through this initiative, we hope to spark everyday action, one pinch at a time, with Aashirvaad Iodized Salt as the nutritional ally in every kitchen.”
The “theatre van” kicked off its tour in Bhubaneswar (27- 29 June, before stopping at Grand Road in Puri on June 30. Next stops: Konark (1 July) and Cuttack (2-5 July). Devotees attending the Rath Yatra between 27 June and 5 July continue to receive the iodine tilak, while families across Odisha are encouraged to take a health pledge—and add a pinch of purpose to every meal.
With a clever fusion of folk storytelling and functional messaging, Aashirvaad isn’t just salting your fries—it’s seasoning public health, one street at a time.
(If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
