As the sacred chants of ‘Jai Jagannath’ echo through the streets of Puri, Aashirvaad Salt returns with its “Iodine Ka Tilak” campaign for the second consecutive year. This year, the brand introduced Patha Nataka (live street theatre performance), a powerful new medium to educate communities on the importance of iodine, spark dialogue, and connect emotionally with audiences through the art of storytelling.
The street play brings together the story of Rath Yatra and the critical importance of iodine in everyday diets. The live performances, led by local theatre artists, narrate the story of a mother worried about her child’s school performance, when a doctor intervenes and he advises them to use iodized salt to avoid iodine deficiency and aid in brain development. The play blends folk storytelling, humour, and emotion, delivering a clear message: iodized salt is not just a kitchen staple, it aids brain development in growing children, and in cognitive abilities across lifespan.
At the heart of the initiative remains the symbolic ‘Iodine ka Tilak’ – a traditional sandalwood paste tilak infused with iodine tincture, applied on devotees’ foreheads, symbolically and physically delivering a dose of iodine to the body. Complementing this ritual is a collective health pledge, urging every family to adopt iodized salt as a staple in their daily meals.
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.”
As part of the on-ground experience, a live Patha Nataka was performed in Puri on 30th June at Grand Road, where devotees also have been receiving “Iodine ka Tilak” from 27th June to 5th July. The Patha Nataka van has been travelling through Bhubaneswar (27–29 June), Konark (1 July), and Cuttack (2–5 July) ensuring that families beyond Puri can experience the campaign’s message.
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