How brands and devotion rolled together at Rath Yatra 2025

Over the years, brand activations during religious festivals have witnessed significant growth, and the Puri Rath Yatra 2025 that began on June 12 exemplifies this trend perfectly.

From the Kumbh Mela with its engaging campaigns by FMCG giants and digital-first innovators to regional celebrations such as Ganesh Chaturthi, religious events are now doubling up as vibrant platforms for brands. Here spirituality meets scale and faith meets footfall, especially in Tier II cities and religious hotspots.

The Jagannath Rath Yatra in Puri, Odisha, stands as one of the oldest and most important annual festivals in India, highlighting a pivotal moment in the calendar year.

Millions of pilgrims, tourists, and locals converge to experience the awe-inspiring procession of the deities during the yatra. For brands, this event is a chance to connect with consumers in their moments of pause, devotion, or long travel.

With the commencement of the 2025 Rath Yatra on June 27, numerous brands made their way back to the vibrant streets of Puri. They engaged in sampling drives, set up branded kiosks, established mobile rest zones, and implemented hygiene initiatives, seamlessly weaving their presence into the very fabric of the festivities. 

Here’s a look at some of the notable brand activations spotted this year at Rath Yatra 2025.

Coca-Cola

Coca-Cola set up cooler walls, hydration carts, and mobile units across key yatra points to serve chilled beverages to devotees. The brand also activated its retail network to increase product access during the event.

“Large cultural events such as the Ratha Yatra offer an opportunity to build meaningful connections with consumers through shared tradition and collective experience. As spiritual tourism continues to grow across India, we are seeing these moments as platforms for authentic brand engagement," said Vinay Nair, vice president, franchise operations, Coca-Cola India & Southwest Asia.

He added that through cooler walls, hydration carts, mobile units, and a strong retail network, Coca-Cola is enabling access at every touchpoint while also building memorable brand experiences. "These engagements help us stay deeply embedded in the lives of consumers.” 

ITC Foods – Sunfeast Marie Light and Aashirvaad

ITC’s Sunfeast Marie Light launched the ‘Surjya Vardaan’ cooling cap, infused with sandalwood and menthol, providing comfort to thousands of pilgrims seeking respite from the sun. Actress Archita Sahu participated in the on-ground activation.

Aashirvaad Atta, one of India’s leading packaged atta brands, launched ‘Bhakti Pathe’, an on-ground activation in Puri (June 27–July 5) that blends traditional rituals with tech-driven engagement.

Crafted to connect the essence of tradition with the innovations of technology, it provided pilgrims with a multi-sensory experience powered by AI, gamification, and holographic visuals — culminating in a darshan of Lord Jagannath, Balabhadra, and Subhadra through a hologram display.

Meanwhile, Aashirvaad Salt brought in hyperlocal flavour through nukkad nataks featuring local artisans, creating a captivating storytelling experience that enhanced the festive atmosphere.

“This is not just about visibility—it’s presence with purpose,” said Shuvadip Banerjee, chief digital marketing officer, ITC Foods.

He added that the brand’s activations this year are designed as a “synergistic mix of digital storytelling and immersive physical experiences”, aimed at creating multiple consumer touchpoints for key ITC brands, such as Aashirvaad Atta, Sunfeast Marie Light, and Aashirvaad Salt.

Polycab

Polycab introduced mobile charging stations, beachfront safety watchtowers, a 'Cool Zone' near Shree Gundicha temple, and upgraded police booths, all designed to enhance the safety and comfort of pilgrims.

“Our efforts are focused on adding meaningful value that enhances safety, comfort, and connectivity,” said Shwetal Basu, SVP, brand & marcom, Polycab India.

Pulse Candy (DS Group)

Pulse unveiled a digital campaign named Jagannath Rath Yatra – The Pulse of India, showcasing an AI-generated film on the rich mythology of the festival. The campaign also featured engaging festival trivia and themed posts across platforms such as YouTube, Meta, and X.

The campaign built on Pulse’s previous AI-driven initiatives around Mahakumbh and Ganesh Chaturthi.

Omnigel 

Cipla Health's muscle pain recovery brand, Omnigel, set up a 'Rahat Seva Kendra' on Puri Beach, offering free foot, back, and shoulder massages to pilgrims enduring long walks or experiencing physical fatigue during the festivities.

Extending its brand philosophy from Aapki Khushi Ko Kabhi Dard Ki Nazar Na Lage to Aapki Bhakti Ko Dard Ki Nazar Na Lage, the initiative was designed to provide comfort, care, and physical relief to devotees on their spiritual journey.

“The Seva Kendra serves as a sanctuary for care and comfort,” said Shivam Puri, MD & CEO, Cipla Health Ltd., adding that the initiative reinforces Omnigel’s commitment to easing pain during meaningful moments.

POGO

POGO created a ‘Jay Jagannath’ montage featuring children chanting and dancing to a festive track. The UGC-style campaign focused on capturing youthful devotion and was promoted across social media.

The brand aimed to blend cultural celebration with kid-friendly engagement during the festival.