Aashirvaad Salt Iodine Ka Tilak Rath Yatra Campaign Goes On Wheels

News Desk, News Nation 360 : For the second year in a row, Aashirvaad Salt is back with its "Iodine Ka Tilak" advertisement as the holy chanting of "Jai Jagannath" reverberates through Puri's streets. The brand debuted Patha Nataka (live street theatre performance) this year, a potent new tool for educating communities about the value of iodine, igniting conversation, and emotionally engaging audiences via the craft of storytelling. The initiative's focal point is still the symbolic "Iodine ka Tilak," a traditional sandalwood paste tilak laced with iodine tincture that is applied to devotees' foreheads to both physically and symbolically provide an iodine dose. A communal health promise that encourages all families to make iodised salt a mainstay in their daily meals goes hand in hand with this custom. The street performance combines the Rath Yatra myth with the crucial role that iodine plays in daily diets. Local theatrical artists lead the live performances, which tell the tale of a mother who is concerned about her child's academic performance. A doctor steps in and suggests using iodised salt to prevent iodine deficiency and promote brain development. The play combines humour, emotion, and folk storytelling to convey a clear message: iodised salt is more than simply a kitchen essential; it supports cognitive abilities throughout life and helps children's brain development. Anuj Rustagi, COO, Staples & Adjacencies, Foods Division, ITC Ltd., stated that they are still working to inform families about the dangers of iodine deficiency via "Iodine Ka Tilak." In order to achieve the iodine requirements for brain development, particularly in children, iodised salt is essential. They are delivering this important message directly to communities this year through Patha Nataka, making it interesting, approachable, and culturally ingrained. With Aashirvaad Iodised Salt as the nutritious ally in every kitchen, we hope that this program will inspire everyday action, one pinch at a time.

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