Aashirvaad Salt has reintroduced its “Iodine Ka Tilak” campaign for the second year during the Rath Yatra celebrations in Odisha. This year, the initiative includes Patha Nataka (street theatre) as a method to raise awareness about the role of iodine in daily nutrition.
The performances, led by local theatre artists, combine the narrative of the Rath Yatra with messages on iodine deficiency. The storyline follows a mother concerned about her child’s academic performance. A doctor advises her to use iodised salt to support brain development. The play incorporates folk storytelling with elements of humour to deliver the core message: iodised salt contributes to cognitive health, particularly in children.
Central to the campaign is the 'Iodine ka Tilak' — a sandalwood paste tilak mixed with iodine tincture, applied to devotees' foreheads. This gesture is intended to symbolise and deliver a small dose of iodine. The campaign also includes a health pledge encouraging families to use iodised salt regularly.
Mr. Anuj Rustagi, COO, Staples & Adjacencies, Foods Division, ITC Ltd., 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.”
In Puri, visitors can visit the Aashirvaad Iodized Salt stall to receive the tilak and participate in iodine awareness activities. The stall has been operational since 30 June 2025. A Patha Nataka performance was also held in Puri on the same day.
Before arriving in Puri, the Patha Nataka van toured Bhubaneswar from 27 to 29 June and visited Konark on 1 July. The next stop is Cuttack, where the campaign will run from 2 to 5 July.
