First came the Kumbh, now it’s time for the chariots. After brands took a holy dip into marketing at the Maha Kumbh and came out shining with blessings (and impressions), they’ve now set their eyes eastward, towards the vibrant streets of Puri.
With the iconic Jagannath Rath Yatra pulling in crowds the size of small nations and a spiritual fervour that’s hard to ignore, brands are hopping on the divine bandwagon. From FMCG giants to digital-first startups, there’s been a visible uptick in ad spends and creative activations as companies look to cash in on the festival’s massive footfall and cultural energy.
From Swiggy to Coco Cola, a host of national brands are jumping on the Rath Yatra bandwagon, looking to ride the wave of excitement around the grand event kicking off today expected to draw in over 1.5 crore devotees this year.
“Large cultural events like the Ratha Yatra and Maha Kumbh offer an opportunity to build meaningful connections with consumers through shared tradition and collective experience. As spiritual tourism continues to grow across India, we are seeing these moments as platforms for authentic brand engagement.” says, Vinay Nair, Vice President, Franchise Operations, Developing Markets, Coca-Cola India and Southwest Asia. “At Coca-Cola, we are proud to support the Ratha Yatra by refreshing and hydrating millions of visitors on-ground. Through cooler walls, hydration carts, mobile units, and a strong retail network, Coca-Cola is enabling access at every touchpoint, while also building memorable brand experiences. These engagements help us stay deeply embedded in the lives of consumers." He added.
Food delivery platform Swiggy will be delivering prasad (devotional offering) starting in eight cities. Spending during this year’s Rath Yatra is projected to skyrocket growing nearly 14-fold to reach Rs 50–60 crore, up from just Rs 3–4 crore last year, according to Shruti Haresh Chaturvedi, founder of Chaaipani. Her media and branding agency has been roped in as the official brand activation partner by the Puri District Administration for the event.
As the exclusive advertising partner, Chaaipani will handle everything from branding and sponsorships to on-ground experiential marketing—aiming to create impactful brand interactions without compromising the spiritual essence of the Rath Yatra. The agency has been officially entrusted with managing all brand-led activities, ensuring every campaign and activation adheres to the cultural values and administrative protocols laid out for the Puri Jagannath Rath Yatra.
Rath Yatra is significant for ITC given its resonance across the country and particularly in Odisha, a region where the brand enjoys deep consumer affinity. “The scale of the festival and its emotional gravity provides a meaningful opportunity to embed our brand purpose in a way that is profoundly engaging and transformative. This is not just about visibility—it is about presence with purpose. This year, our brand activations are designed as a synergistic mix of digital storytelling and immersive physical experiences, creating multiple touchpoints for consumer engagement with ITC’s key brands like Aashirvaad Atta, Sunfeast Marie Light and Aashirvaad Salt. From gamified devotional zones being initiated by Aashirvaad Atta, Nukkad Nataaks with local artisans by Aashirvaad Salt, to culturally rooted Surjya Bardaan campaign by Sunfeast Marie Light, each initiative is crafted with purpose—to offer comfort, relevance, and spiritual alignment to the devotee’s journey. Our goal is to curate meaningful brand experiences that resonate deeply with consumers and Rath Yatra gives us that valuable opportunity to serve, engage, and connect with the devotees,” explains, Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods.
Omnigel, Cipla Health Limited’s flagship pain relief brand, is stepping in to offer comfort and care to the millions of devotees attending the Jagannath Rath Yatra 2025. Shivam Puri, MD & CEO, Cipla Health Ltd., highlights, “Omnigel has always stood for trusted pain relief, supporting people in moments when comfort matters most. Being part of the Rath Yatra was a natural extension of this commitment. We aim to ensure that devotees experience relief from physical strain and continue their spiritual journey with ease. The Seva Kendra serves as a sanctuary for care and comfort, reinforcing Omnigel’s promise of community welfare and addressing pain when it matters the most.”
Coca-Cola has also been actively involved in several sustainability initiatives during the Rath Yatra this year. “Puri Rath Yatra is a moment of deep cultural and spiritual resonance, and for Coca-Cola India and Hindustan Coca-Cola Beverages, it presents a meaningful opportunity to engage with communities through purpose-led, respectful, and immersive experiences. This year, our campaign blends sustainability with creativity—spanning PET recovery initiatives, cooling mist showers, hydration stations, and a 70+ ft chill and mist wall—crafted to refresh devotees and enhance their on-ground experience. We’ve also partnered with local and national influencers who naturally connect with the Odisha community and embody our values of environmental stewardship and collective action. Every touchpoint—from street plays to mobile awareness units—has been designed with cultural sensitivity and regional relevance. With the Yatra set to witness massive footfall, we aim to build awareness, amplify engagement, and foster lasting sentiment by being present meaningfully where our consumers are,” says Devyani R L Rana, Vice President, Public Affairs, Communications, Sustainability, Coca-Cola India and Southwest Asia and Himanshu Priyadarshi, Chief Public Affairs and Sustainability Officer, Hindustan Coca Cola Beverages.
From Ganesh Chaturthi and Durga Puja to the Hilsa Festival in Bengal and pickle-making contests in Uttar Pradesh, Fortune actively aligns with celebrations that hold local significance. Its association with the Jagannath Rath Yatra reflects this ongoing commitment—recognising food as the soul of every cultural and spiritual gathering.
“Our initiatives for Rath Yatra 2025 campaign are designed to celebrate with the devotees at every step of their journey through immersive and high-impact consumer experiences. At the heart of this is our presence at the Fortune Zone on Grand Road, where we have created a truly special mixed-reality experience zone. Pilgrims can virtually cook bhog and make any offering to Lord Jagannath there. We’ve complemented this with a live kitchen serving traditional, temple-inspired foods like hot khichdi and fresh jalebis. We’re also adding a touch of festive fun with sampling counters and spin-the-wheel games offering special discounts," explains Mr. Mukesh Mishra, Joint President, Sales & Marketing – AWL Agri Business Ltd.
“To extend engagement beyond the zone, we have rebranded e-rickshaws across Puri for convenient transport. With our personal care brand Alife, we have set up a Changing Station for pilgrims’ comfort and privacy. We have also retained our prominent LED display by the beach and other backlit product installations to ensure brand presence throughout the city,” he adds.
Looks like brands aren’t just chasing eyeballs anymore they’re chasing blessings, biodegradable packaging, and maybe even a few viral reels along the way. From sacred streets to strategic storytelling, the Rath Yatra is quickly becoming more than just a spiritual pilgrimage; it's turning into a marketer’s dream parade. And if this trend continues, don’t be surprised if next year’s chariot comes with its own hashtag and a limited-edition brand collab.
