THEBUSINESSBYTES BUREAU

PURI/BHUBANESWAR, JULY 21, 2026

ITC Ltd’s Sunfeast Marie Light has strengthened its consumer engagement strategy in Odisha by launching the second edition of its ‘Surya Vardaan’ initiative during the Puri Rath Yatra, leveraging one of the state’s largest religious and cultural gatherings to drive awareness about Vitamin D deficiency through a two-minute Vitamin D requirement check.

Despite India’s abundant sunshine, Vitamin D deficiency continues to affect millions, largely due to limited awareness. Building on its long-standing association with the Sun and its proposition of “Goodness of Vitamin D”, Sunfeast Marie Light introduced the campaign with the message, “Har Kiran Mein Chhupa Hai Vitamin D Ka Vardaan”, encouraging devotees and families to better understand their Vitamin D requirement.

The campaign combined on-ground engagement with digital outreach. At the Rath Yatra, specially deployed ‘Surya Sahayaks’ interacted with devotees, helped them complete a two-minute Vitamin D requirement check and distributed educational material highlighting the risks of Vitamin D deficiency. Select participants also received free Vitamin D medical tests, translating awareness into preventive health action. The initiative was simultaneously extended online through a WhatsApp-based assessment, where users answered simple questions on sunlight exposure, outdoor habits and Vitamin D awareness.

Suraj Kathuria, VP and Head of Marketing - Biscuits, Foods Division ITC Ltd, said: “Odisha's enduring relationship with the Sun provided a meaningful starting point for us to spark conversations around Vitamin D. Through Surya Vardaan, our endeavour has been to make Vitamin D awareness simple and relevant for consumers. Combining technology, community engagement and the scale of Rath Yatra, we encouraged people to better understand their Vitamin D needs and take informed steps towards their well-being like spending time in the Sun and making Sunfeast Marie Light with Vitamin D a part of their everyday tea-time.”

Archita Sahu, renowned Ollywood actress and the brand’s ambassador in Odisha, said: “As an Odia, Rath Yatra is very close to my heart. I’m happy to be part of Sunfeast Marie Light’s Surya Vardaan initiative, which encouraged people to understand their Vitamin D requirement. I urge everyone to take this 2-minute Vitamin D requirement check.”

With the second edition of Surya Vardaan, Sunfeast Marie Light continues to position itself as a purpose-driven brand by transforming a major cultural event into a platform for public health awareness, while reinforcing its presence in Odisha and promoting everyday well-being through greater awareness of Vitamin D.