MUMBAI: As chants of “Jai Jagannath” echo through Odisha, ITC’s Aashirvaad Salt is mixing devotion with education—quite literally. In the second edition of its ‘Iodine Ka Tilak’ campaign, the brand is rolling out a Rath Yatra special with a new spin: Patha Nataka, or street theatre, to drive home the importance of iodine in everyday meals.

Performances by local artists—held across Puri, Bhubaneswar, Konark and Cuttack—tell a relatable tale: a worried mother, a struggling child, and a doctor’s advice to switch to iodised salt to prevent deficiency and boost brainpower. The message is clear: a smarter kitchen leads to smarter kids.

At the centre of the initiative is the now-familiar ritual of applying ‘Iodine ka Tilak’—a sandalwood paste laced with iodine tincture—on devotees’ foreheads, blending tradition with health science in a symbolic (and literal) dose of wellness.

ITC Ltd. COO, Staples & Adjacencies, Foods Division, Anuj Rustagi 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.”

The “theatre van” kicked off its tour in Bhubaneswar (27- 29 June, before stopping at Grand Road in Puri on June 30. Next stops: Konark (1 July) and Cuttack (2-5 July). Devotees attending the Rath Yatra between 27 June and 5 July continue to receive the iodine tilak, while families across Odisha are encouraged to take a health pledge—and add a pinch of purpose to every meal.

With a clever fusion of folk storytelling and functional messaging, Aashirvaad isn’t just salting your fries—it’s seasoning public health, one street at a time.

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