As Rath Yatra celebrations fill the streets of Puri, Aashirvaad Salt has returned with its ‘Iodine Ka Tilak’ campaign for the second year, this time introducing Patha Nataka (street theatre) to drive awareness on iodine nutrition.
Performed by local theatre artists, the live play ties the story of Rath Yatra with the importance of iodine in children's cognitive growth. The storyline follows a mother concerned about her child’s academic performance, who learns from a doctor that iodine-rich salt can help boost brain development. The performance mixes humour, folk storytelling, and emotion to make the message clear and accessible.
At the core of the campaign is the ‘Iodine ka Tilak’—a traditional sandalwood tilak mixed with iodine tincture, applied to the foreheads of devotees. It symbolically delivers iodine to the body while encouraging the use of iodized salt at home. Devotees visiting the brand’s stall can receive the tilak and take part in awareness activities.
Anuj Rustagi, COO, Staples & Adjacencies, Foods Division, ITC Ltd., said, “Through ‘Iodine Ka Tilak’ and the Patha Nataka, we’re taking a crucial health message directly to communities in a way that’s simple, relatable, and culturally relevant.”
The campaign began on June 27 in Bhubaneswar, reached Puri on June 30, passed through Konark on July 1, and will continue in Cuttack until July 5. The initiative aims to spread awareness across Odisha during the peak festival season.
