Kolkata, 4th July 2025: As chants of ‘Jai Jagannath’ fill the air in Puri, Aashirvaad Salt has brought back its impactful health awareness initiative, “Iodine Ka Tilak,” for the second consecutive year. This time, the campaign hits the streets quite literally with the powerful addition of Patha Nataka (street theatre), a culturally resonant medium used to spread awareness about the importance of iodine in daily diets.
The campaign creatively merges the spiritual spirit of the Rath Yatra with vital public health education. Through engaging performances, the Patha Nataka tells the story of a concerned mother and a wise doctor who recommends iodized salt to boost her child’s cognitive performance underscoring how iodine deficiency can affect brain development.
At the heart of the initiative is the ‘Iodine ka Tilak’ a symbolic sandalwood paste tilak infused with iodine tincture, applied on devotees’ foreheads. This not only reinforces the message of iodine awareness but also serves as a symbolic health intervention. Devotees are also encouraged to take a health pledge to incorporate iodized salt into their everyday 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. 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 campaign’s mobile theatre van has travelled across Bhubaneswar (27–29 June), Konark (1 July), and Cuttack (2–5 July), bringing the performances to thousands. In Puri, the live Patha Nataka was performed on 30th June at Grand Road, while devotees have been receiving the ‘Iodine ka Tilak’ from 27th June to 5th July.
Blending devotion, storytelling, and social responsibility, Aashirvaad Salt’s Rath Yatra campaign continues to leave an indelible mark one tilak, and one educated household at a time.
