As chants of ‘Jai Jagannath’ echo through Puri, Aashirvaad Salt has returned with the second edition of its “Iodine Ka Tilak” campaign — this time with a travelling street theatre activation.
The brand has introduced Patha Nataka (folk theatre), combining the story of Rath Yatra with messaging around iodine deficiency and brain health. In the play, a concerned mother seeks answers about her child’s academic performance, and a doctor’s advice leads to the message: iodized salt is essential for cognitive development.
The campaign centres around the symbolic ‘Iodine Ka Tilak’ — a sandalwood paste tilak infused with iodine tincture, applied on devotees’ foreheads to physically and symbolically deliver a dose of iodine. Alongside this ritual, families are encouraged to pledge the daily use of iodized salt.
The activation went live in Bhubaneswar (27–29 June), reached Puri on 30 June with a live performance and stall, travelled to Konark (1 July), and is now in Cuttack (2–5 July), engaging families across Odisha with the campaign’s message.
“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,” said Anuj Rustagi, COO, Staples and Adjacencies, Foods Division, ITC.
