Aashirvaad Atta and Salt Enrich Rath Yatra with Cultural and Health Campaigns

In a great combination of culture and creativity, the ITC Aashirvaad Atta celebrated the Rath Yatra Festival with the innovative Ratha Yatra Eka Aithiya campaign. Over 1.5 lakh devotees savored the immersive show of the rich culture and tradition of Rath Yatra. Ratha Yatra Eka Aithiya took devotees on an ethereal journey via an immersive three-screen technology, taking viewers through the evolution of the festival from the 1100s AD to the present date, and gave a unique virtual ‘Chariot Pulling’ experience. They got to know a lot about Odisha heritage through various art forms, be it Pattachitra, Pipli applique, and so forth.

Through various engagement activities, the devotees were also sensitised about Aashirvaad Atta’s commitment to quality and purity. The brand further campaigned on the basis of re-use and recycling by donating the used flex sheets for roofing and art installations to local colleges and museums.

Anuj Kumar Rustagi, COO, Staples & Adjacencies, Foods Division, ITC, said while addressing the gathering, “We, at Aashirvaad Atta, were privileged to bring alive the rich heritage of Rath Yatra through our ‘Ratha Yatra Eka Aithiya’ campaign. This unique initiative celebrated not just the timeless legacy of the festival but also our commitment to festivity and culture in the region. By converging immersive technology with cultural significance and eco-friendly practices, we aim at creating an engaging and enriching experience for all the devotees of Puri Rath Yatra. We hope to be instrumental in the preservation of Odisha’s vibrant heritage, underlining our commitment to purity and tradition.”

Aashirvaad Salt made a stupendous presence during Odisha’s grand Puri Rath Yatra with its ‘Aashirvaad Iodine Ka Chheenta’ initiative, touching the lives of more than 1 lakh devotees. Underlining the fact that iodine is an important micronutrient for normal growth and regular functioning of the brain, Aashirvaad Salt extended 1.02 lakh doses of iodine in the form of an ‘Iodine Tilak’. A special “Iodine Tilak” was applied on the forehead of devotees attending the festival as part of the campaign initiative. This tilak was enriched with organic chandan and iodine tincture, which would get absorbed into the body; thus giving them a dose of iodine.

More importantly, they were encouraged to pledge regular consumption of iodised salt like Aashirvaad Salt as part of their dietary routine which would help support their iodine requirements. More than 11 thousand devotees actively participated in this pledge. Through interactive activities, the brand targeted to emphasize the importance of iodine to the devotees and the three benefits of Aashirvaad Salt—being “Iodine assured”, “Free Flowing”, and “Clean”. Further, in an awareness drive, more than 4 thousand devotees along with social workers, traffic police, and sanitation workers were gifted Aashirvaad Salt tote bags so they may remember to include an Iodised Salt like Aashirvaad Salt in their daily diet.

Speaking on the occasion, Anuj Kumar Rustagi, COO, Staples & Adjacencies, said, “Puri Rath Yatra holds deep cultural and spiritual significance. It’s our second year with the event, and we seek to serve Lord Jagannath’s devotees through our initiative of ‘Iodine ka Chheenta’. The ‘Iodine Tilak’ conveys awareness with regard to the intake of Iodine in our everyday diet, reflecting our commitment to our consumers’ well-being. We are thrilled by the kind response.”

The campaign this year brought more of a spiritual experience to devotees, while it also encouraged the realization of iodine in daily diets.