The Puri Jagannath Rath Yatra 2025, which commenced on June 27, witnessed not only millions of devotees but also leading brands eager to connect through meaningful activations. Major companies transformed the city’s vibrant streets into immersive engagement zones, blending devotion with innovative marketing strategies.
Brands at Puri Rath Yatra 2025
Coca-Cola: Quenching Thirst with Purpose
Coca-Cola India brought hydration to the forefront with cooler walls, mobile carts, and strong retail activations. By making chilled drinks accessible at key yatra points, the brand seamlessly integrated itself into the pilgrim experience. As Vinay Nair of Coca-Cola India noted, these initiatives are about creating authentic connections during collective moments of devotion.
“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.
ITC Foods
ITC’s Sunfeast Marie Light offered ‘Surjya Vardaan’ cooling caps infused with sandalwood and menthol, providing relief from the summer heat. Meanwhile, Aashirvaad Atta’s ‘Bhakti Pathe’ used AI, gamification, and holographic visuals to give pilgrims a unique darshan experience. Aashirvaad Salt added a hyperlocal touch with nukkad nataks featuring local artists, enriching the cultural vibe of the festival.
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Polycab: Prioritizing Safety and Comfort
Polycab enhanced the yatra journey by setting up mobile charging stations, beachfront watchtowers, ‘Cool Zones’ near the Shree Gundicha temple, and upgraded police booths. These activations underscored the brand’s commitment to adding value beyond visibility.
Pulse Candy: AI-Driven Festive Storytelling
DS Group’s Pulse Candy unveiled a campaign titled Jagannath Rath Yatra – The Pulse of India, featuring an AI-generated film on the festival’s mythology, trivia, and engaging social media content. The initiative leveraged technology to share the festival’s rich cultural stories with a wider audience.
Omnigel: Offering Pilgrims Much-Needed Relief
Cipla Health’s Omnigel set up a Rahat Seva Kendra on Puri Beach, providing free massages to pilgrims after long, tiring walks. This thoughtful activation aligned with Omnigel’s mission to care for consumers’ well-being during spiritually significant moments.
POGO: Celebrating Devotion with Kids
POGO brought youthful energy to Rath Yatra 2025 with a UGC campaign showcasing children chanting and dancing to a festive “Jay Jagannath” track. By capturing and amplifying young devotees’ joy, POGO created a heartwarming blend of cultural celebration and kid-friendly content.
Conclusion
Rath Yatra 2025 was a powerful reminder that India’s religious festivals aren’t just moments of faith—they’re also vibrant opportunities for brands to engage meaningfully with millions. By merging tradition with technology, comfort, and creativity, these activations set a new benchmark for purposeful brand presence during spiritual events.
