ITC brands celebrate Puri Rath Yatra with culture-led consumer campaigns

MUMBAI: At Puri Rath Yatra, ITC wasn’t just joining the procession, it was weaving its brands into Odisha’s living traditions. From festive cuisine and ancient craftsmanship to nutrition awareness and community initiatives, ITC Foods used this year’s Puri Rath Yatra to create a series of culture-led consumer experiences anchored in the state’s heritage.

The company rolled out four brand-led initiatives, each inspired by a different aspect of Odisha’s traditions while connecting cultural storytelling with everyday consumer engagement.

Leading the celebrations was Sunfeast YiPPee!, which introduced ‘Baro Masa, YiPPee! Parba’, inspired by Odisha’s philosophy of ‘Baro Masa, Tero Parba,’ the belief that every month brings a new festival. The initiative reimagined 13 iconic Odia festive dishes as innovative noodle creations, blending local cuisine with interactive experiences rooted in the traditional Pattachitra art form.

The activation combined culinary innovation with immersive installations that celebrated Odisha’s rich food culture and artistic legacy, offering visitors a fresh way to experience familiar traditions.

Meanwhile, Sunfeast Marie Light continued its association with the Sun through ‘Surya Vardaan’, a campaign promoting Vitamin D awareness. Built around the brand’s proposition of the “Goodness of Vitamin D”, the initiative encouraged devotees and families to assess their Vitamin D needs through a simple two-minute evaluation, combining on-ground engagement with digital participation during the festival.

Aashirvaad Atta marked its continued association with the Rath Yatra through ‘Gunatmaka Paramparaa’, an immersive tribute to the Vishwakarma Maharana community, the master craftsmen responsible for building Lord Jagannath’s sacred Rath. Inspired by the centuries-old tradition of Rath Nirman, the experience celebrated craftsmanship, quality and the enduring legacy of the artisans behind one of India’s most iconic religious festivals.

Completing the portfolio was Aashirvaad Salt, which expanded its ‘Iodine Ka Tilak’ initiative following last year’s campaign. Inspired by the three enduring pillars of the Rath Yatra, Darshan, Ann and Seva, the programme promoted awareness around iodised salt while celebrating Odisha’s culinary traditions. It also supported community nourishment by contributing Aashirvaad Salt packs to partner NGOs running meal programmes for children.

Rather than relying solely on conventional festival marketing, ITC used the Rath Yatra as a platform to blend food, health, heritage and community engagement, allowing each brand to tell a distinct story rooted in local culture.

As brands increasingly look beyond visibility towards meaningful cultural participation, ITC’s multi-brand activation reflects how festivals such as the Puri Rath Yatra are becoming platforms not just for promotion, but for deeper consumer engagement built around regional identity and shared traditions.