Kolkata, 28th June 2025: As millions of devotees gathered in Puri to participate in the spiritually significant Rath Yatra, Sunfeast Marie Light, from the house of ITC Ltd., extended a gesture of care and innovation by unveiling the ‘Sunfeast Surjya Bardaan’ a specially designed cooling cap aimed at providing comfort during the strenuous yatra.
Recognizing the physical challenges faced by devotees under the blazing sun, the brand introduced the Surjya Bardaan cap, a thoughtfully crafted headgear infused with sandalwood and an advanced menthol-based cooling layer. Activated by sunlight, the cap releases a soothing cooling effect while emitting the calming aroma of sandalwood, offering physical relief and a tranquil experience to the pilgrims as they undertake their sacred journey.
Speaking on the initiative, Mr. Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Ltd., said:
“The sun has always been symbolic of vitality, energy, and life values that are deeply embedded in our brand ethos. At Sunfeast Marie Light, our biscuits are made from sun-kissed wheat, reflecting warmth and nourishment. The Surjya Bardaan cap is an extension of this philosophy a gesture of thoughtful care for the devotees of Rath Yatra.”
Thousands of these innovative caps were distributed through specially curated experience zones along the Rath Yatra route. The initiative was met with immense appreciation from the pilgrims, who not only valued its functional benefit but also resonated with the symbolic meaning of receiving blessings from the sun itself.
Adding further significance to the campaign, renowned Odia actress Archita Sahu joined hands with Sunfeast Marie Light on the ground. She actively participated in cap distribution and engaged with devotees, enhancing the spirit of togetherness and devotion.
Through the Surjya Bardaan initiative, Sunfeast Marie Light demonstrated how brand purpose can align seamlessly with cultural reverence offering a modern-day solution rooted in tradition, and reaffirming its commitment to caring for its consumers beyond the product experience.
As the sun illuminated the divine procession, Sunfeast Surjya Bardaan became a silent yet impactful companion to the devotees reinforcing that true devotion can also be expressed through meaningful, thoughtful acts of comfort and compassion.
