Brands
Chaaipani takes the reins at Rath Yatra with divine brand partnership
MUMBAI: Where faith meets footfall, Chaaipani is scripting a new chapter in spiritual storytelling. Chaaipani has been named the exclusive advertising and brand activation partner for the Jagannath Puri Rath Yatra 2025, one of India’s most spiritually charged and widely attended festivals, drawing over 1.5 crore devotees annually.
As the grand chariots of Lord Jagannath, Balabhadra, and Subhadra prepare to roll through Puri on 27 June, a different kind of journey begins behind the scenes. With this partnership, Chaaipani is tasked with orchestrating branding, sponsorships, and immersive on-ground activations carefully designed to resonate with the spiritual atmosphere while elevating the experience for attendees and brands alike.
For many marketers, the Rath Yatra offers a rare confluence of scale, sentiment, and visibility, especially across Tier 2 and Tier 3 markets. But this isn’t your usual marketing pitch, it’s faith-first. And Chaaipani, known for its culturally rooted storytelling and community-first ethos, aims to walk the fine line between devotion and disruption with thoughtful precision.
Speaking about the partnership Chaaipani founder Shruti Chaturvedi said, “We are deeply honored to be entrusted with the advertising and brand activation for the Jagannath Rath Yatra 2025. This is more than just a festival, it is an embodiment of faith, devotion, and centuries-old tradition. Our goal is to create a respectful and authentic brand storytelling experience that enhances the Yatra for millions of devotees while preserving its spiritual essence.”
The mandate covers end-to-end execution from planning to on-ground integration ensuring every participating brand not only shows up but does so meaningfully. With a reputation for balancing modern storytelling with cultural sensitivity, Chaaipani’s playbook promises reverent innovation.
As faith takes to the streets this June, Chaaipani will be curating not just a brand campaign, but a collective memory for millions who gather for divine darshan, and for marketers hoping to walk beside them respectfully.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
