Sunfeast Marie Light takes Makar Sankranti outdoors, blending tradition, sunshine and everyday nutrition

THEBUSINESSBYTES BUREAU

BHUBANESWAR, JANUARY 16, 2026

This Makar Sankranti, Sunfeast Marie Light turned the spotlight on an age-old truth rooted deeply in Indian culture — the life-giving power of the Sun — by urging consumers to step outdoors and soak in the goodness of Vitamin D. In collaboration with Blinkit, the brand rolled out a culturally resonant activation across Odisha, seamlessly weaving together festive tradition, everyday wellbeing and modern convenience.

Makar Sankranti in eastern India, particularly Odisha, is more than a harvest festival. It marks a seasonal transition towards longer days and warmer light, celebrated with gratitude to the Sun and the collective joy of kite flying. Drawing from this rich cultural insight, Sunfeast Marie Light with the goodness of Vitamin D launched a large-scale initiative that encouraged families to reconnect with the outdoors, celebrate together and embrace the natural source of Vitamin D — sunlight.

At the heart of the activation was a simple yet powerful idea: nudging people to step out into the sun during a festival that already celebrates it. As part of the campaign, Sunfeast Marie Light distributed kites with every Blinkit order across multiple cities in Odisha. Each kite carried a cheerful message — “Fly this kite and enjoy the festivities filled with sunshine” — reinforcing the brand’s belief that everyday outdoor moments and time spent in the sun play a vital role in supporting the body’s Vitamin D needs.

The initiative struck a chord by aligning seamlessly with local traditions. Kite flying, a cherished Makar Sankranti ritual, became a symbol of shared joy and wellbeing, while the doorstep delivery model ensured that the festive experience reached families effortlessly, blending digital convenience with cultural authenticity.

Commenting on the campaign, Suraj Kathuria, Vice President and Head of Marketing – Biscuits, Foods Division, ITC Ltd., said that in Odisha, the Sun holds deep cultural and emotional significance, especially during Makar Sankranti. Through Sunfeast Marie Light with the goodness of Vitamin D, the brand aimed to go beyond conventional product communication and create a culturally meaningful moment that gently encouraged families to step outdoors, celebrate together and reconnect with the warmth of sunlight.

Echoing this sentiment, Anish Shrivastava, Senior Vice President – Revenue at Blinkit, said the company was delighted to collaborate with Sunfeast Marie Light to deliver the joy of Makar Sankranti directly to customers’ doorsteps across Odisha. He added that the initiative was designed to play a small but meaningful role in helping families celebrate the festival outdoors, under the sunshine.

The Makar Sankranti activation forms part of Sunfeast Marie Light’s larger brand purpose — offering essential nutrients, particularly Vitamin D, through a familiar, everyday biscuit. By complementing the natural goodness of sunlight and fitting effortlessly into daily routines without compromising on taste, the brand continues to position itself at the intersection of nutrition, culture and simple everyday moments.

Through this thoughtfully crafted initiative, Sunfeast Marie Light demonstrated how brands can move beyond products to create meaningful cultural connections, celebrating tradition while subtly reinforcing the importance of wellbeing in everyday life.