Mumbai: As the spirit of Rath Yatra energizes the streets of Puri, Aashirvaad Salt, from the house of ITC Ltd., returns with its impactful health initiative — the ‘Iodine Ka Tilak’ campaign — now in its second year. Amplifying its mission to spread awareness on iodine deficiency, the brand has taken a culturally resonant route this year, introducing Patha Nataka (live street theatre) to connect deeply with local communities.
Incorporating live performances by local theatre groups, the Patha Nataka skillfully weaves together the spiritual significance of Rath Yatra with the science-backed benefits of iodized salt. The play tells the relatable story of a mother concerned about her child’s school performance, with a doctor advising the use of iodized salt to combat iodine deficiency and boost cognitive development. Using a mix of folk narrative, humour, and emotional storytelling, the performance delivers a powerful public health message: iodized salt is not just a kitchen essential, but vital for brain health and development.
At the center of the campaign remains the ‘Iodine Ka Tilak’ — a sandalwood paste tilak infused with iodine tincture, applied on devotees’ foreheads. This act, both symbolic and practical, delivers a small dose of iodine while encouraging families to take a collective health pledge to include iodized salt in their daily meals.
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.”
The campaign’s on-ground activation began on 27th June and continues till 5th July. Along with live Patha Nataka performances, devotees in Puri’s Grand Road have been receiving the Iodine Ka Tilak during their spiritual visit. The Patha Nataka van has also travelled through Bhubaneswar (27–29 June), Konark (1 July), and Cuttack (2–5 July), ensuring wider regional engagement and dissemination of the campaign’s message.
Through this fusion of health education and cultural engagement, Aashirvaad Salt is reinforcing its role not just as a household staple, but as a brand committed to community well-being and nutritional empowerment across generations.
