As chants of Jai Jagannath echo through Puri’s sacred streets, Aashirvaad Salt has returned with the second edition of its now iconic campaign Iodine Ka Tilak. But this year, the message rides on a new wave of storytelling. Blending cultural celebration with social purpose, the campaign has taken to the roads with Patha Nataka, a vibrant live street theatre format designed to educate, engage, and inspire.Aashirvaad Salt encouraged devotees to take a pledge this Rath Yatra with  its 'Aashirvaad Iodine Ka Chheenta' initiative

The street play is a bold move in community outreach. It narrates a heartfelt story of a concerned mother whose child struggles in school. When a doctor steps in, the solution is simple but profound. He suggests the family switch to iodized salt to support brain development and prevent iodine deficiency. This story, told with local flavors of humor, folk music, and emotion, connects immediately with audiences of all ages. It turns science into storytelling and health education into an unforgettable performance.

At the core of this initiative lies the Iodine Ka Tilak – a symbolic act of applying sandalwood paste laced with iodine tincture on the foreheads of devotees. The tilak is more than ritual. It is a gentle reminder and a physical gesture that reinforces the campaign’s message. Alongside this ritual is a collective health pledge, where families are encouraged to adopt iodized salt in their daily meals, understanding its value in supporting cognitive health, especially in children.

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The campaign was brought to life by local theatre artists performing across the key spiritual hubs of Odisha. Beginning in Bhubaneswar from 27 to 29 June, then moving to Konark on 1 July, and currently in Cuttack until 5 July, the Patha Nataka van has made its way across towns, culminating in Puri during the vibrant Rath Yatra. A special showcase on 30 June at Grand Road in Puri drew massive attention, where thousands of devotees not only witnessed the play but also received the symbolic tilak.

Speaking on the campaign, Anuj Rustagi, COO of Staples and Adjacencies at ITC Foods Division, shared that this initiative is built on deep cultural integration. It is not just about brand presence. It is about igniting action. Rustagi emphasized that iodized salt plays a vital role in child development and brain function, and Iodine Ka Tilak is ITC’s way of taking that conversation beyond advertisements and into people’s lives in the most meaningful way.

This year’s campaign transforms Aashirvaad Salt from a household product into a public health advocate. With theatre as the messenger and tradition as the backdrop, it delivers a science-backed nutritional message that feels local, emotional, and urgent.

 

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