Bhubaneswar: ITC’s Aashirvaad Salt, acclaimed for its high quality solar evaporated iodized salt and high standards of hygiene, celebrated and participated in Odisha’s largest annual festival, Puri Rath Yatra. Thoughtfully crafted to make a meaningful impact, the ‘Chutki Bhar Aashirvaad’ campaign was activated to ensure that all pilgrims stay hydrated and energized through the scorching heat during the 10-day long festivity. 

As devotees participated in the 2 km procession starting from Lord Jagannath’s Temple in Puri to Gundicha Temple, a special ‘Nimbu Pani’ stall was installed by the brand in a strategic location. The initiative aided pilgrims with much needed hydration and energy during the sweltering heat. The stall also showcased and educated participants about Aashirvaad Salt, made using their 4-Step Advantage through an engaging activity. Through the activity the brand not just energized pilgrims but also engaged them through interactive games as they participated in the processions. With this initiative, the brand saw a total of 1,14,236 pilgrims visit the stalls and over 20,000 litres of ‘Nimbu Pani’ being served throughout the 10-day festival between 1st July to 9th July.

Speaking on the occasion, Mr. Ganesh Sundararaman, SBU Chief Executive – Staples, Snacks and Meals, ITC Ltd., said, “The Puri Rath Yatra is the most anticipated festival of the Eastern region which witnesses lakhs of pilgrims participating in the procession braving the sweltering heat. Committed to our philosophy of ‘Nurture through Nature,’ we felt the need to make a meaningful impact to their festive spirit with an energizing drink like Nimbu Pani made with a pinch of Aashirvaad Salt. The initiative also bolsters our efforts to create awareness on the benefits of Aashirvaad salt imbued by the unique 4 step process that we follow.”   

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