THEBUSINESSBYTES BUREAU

PURI, JULY 18, 2026

Blending Odisha's rich festive traditions with culinary innovation, Sunfeast YiPPee! brought alive a unique cultural and gastronomic celebration during Rath Yatra with 'Baro Masa, YiPPee! Parba', a first-of-its-kind experience inspired by the state's cherished philosophy of 'Baro Masa, Tero Parba' (12 months, 13 festivals). The initiative reimagined 13 of Odisha's most-loved festive recipes into exciting noodle creations, offering visitors a refreshing new way to savour familiar flavours.

Inspired by Odisha's vibrant festivals and the storytelling legacy of Pattachitra art, the celebration featured a grand pavilion at Puri Beach with 12 month-themed windows representing the Odia calendar. Each window showcased a distinctive culinary creation that infused YiPPee! noodles into iconic regional delicacies. From Potala Posta transformed into a creamy Posto-inspired noodle fusion to Dahi Bara Aloo Dum infused with YiPPee! noodles, Chaula Bara stuffed with noodles and Muga Dali Khichdi blended with YiPPee!, the innovative recipes gave a contemporary twist to traditional favourites while celebrating Odisha's rich culinary heritage.

Adding to the festive spirit, MasterChef Season 6 winner Abhinas Nayak interacted with visitors and presented the specially curated YiPPee! dishes, allowing consumers to experience these unique noodle interpretations inspired by Odisha's festive cuisine.

Ali Harris Shere, BU Chief Executive, Snack Foods & Beverages, Foods Division, ITC Ltd., said, "Odisha's 'Baro Masa, Tero Parba' philosophy celebrates the joy of coming together through festivals, traditions and food. By reimagining some of Odisha's most-loved festive dishes with YiPPee! noodles we created a unique culinary experience that honoured local traditions while inspiring consumers to discover exciting new ways of enjoy their favourite noodles."

Visitors also explored a specially curated Pattachitra-inspired experience zone that brought Odisha's art, culture and festival stories to life through interactive installations. As souvenirs of the celebration, they received personalised Pattachitra-style portraits along with exclusive YiPPee! calendars and tote bags, ensuring the memories of the unique Rath Yatra experience extended well beyond the festival.