During Odisha’s grand Puri Rath Yatra, Aashirvaad Salt made a notable impact with its ‘Aashirvaad Iodine Ka Chheenta’ initiative, reaching more than 1 lakh devotees. Highlighting the crucial role of iodine in normal growth and brain function, Aashirvaad Salt provided 1.02 lakh doses of iodine through an ‘Iodine Tilak’.

Under the campaign initiative, devotees at the festival were applied a special “Iodine Tilak” on their forehead. This tilak was infused with organic chandan and iodine tincture, designed to be absorbed by the body; thereby providing them with an iodine dose. More importantly, they were encouraged to pledge regular consumption of iodised salt like Aashirvaad Salt as part of their dietary routine which would help support their iodine requirements. More than 11 thousand devotees actively participated to take this pledge.

Through interactive activities, the brand educated the devotees about the importance of iodine and Aashirvaad Salt’s multiple benefits of being “Iodine assured”, “Free Flowing” and “Clean”. Additionally, more than 4 thousand devotees as well as social workers, traffic police, and sanitation workers received Aashirvaad Salt tote bags in an awareness drive, intended to serve as a reminder to them for including an Iodised Salt like Aashirvaad Salt in their routine diet.

Speaking on the occasion, Mr. Anuj Kumar Rustagi, COO, Staples & Adjacencies said, “Puri Rath Yatra holds deep cultural and spiritual significance. This is our second year at the event, and we are delighted to serve Lord Jagannath’s devotees through our ‘Iodine ka Chheenta’ initiative. The ‘Iodine Tilak’ spreads awareness about the importance of iodine in our regular diet, reflecting our commitment to consumer well-being. We are thrilled by the positive response.”

This year’s campaign successfully enhanced the spiritual experience of devotees while emphasising the importance of iodine in daily diets.