ITC Ltd.’s SunfeastYiPPee! has unveiled a first-of-its-kind cultural and culinary campaign, ‘BaroMasa, YiPPee! Parba’, during the RathYatra in Puri, leveraging Odisha’s rich festive traditions to strengthen consumer engagement. Inspired by the state’s philosophy of ‘BaroMasa, TeroParba’ (12 months, 13 festivals), the initiative reimagines 13 iconic Odia festive recipes into innovative noodle-based dishes, showcasing the brand’s versatility while celebrating regional cuisine.
The experience, hosted at a grand pavilion on Puri Beach, featured 12 month-themed windows representing the Odia calendar and inspired by the storytelling tradition of Pattachitra art. Traditional favourites such as Potala Posta, Dahi Bara Aloo Dum, Chaula Bara and Muga Dali Khichdi were recreated using YiPPee! noodles, offering consumers a contemporary twist on familiar flavours. MasterChef Season 6 winner AbhinasNayak interacted with visitors and presented the specially curated recipes, while an interactive Pattachitra-inspired experience zone enabled visitors to explore Odisha’s festivals, art and culture. Guests also received personalisedPattachitra-style portraits, exclusive YiPPee! calendars and tote bags as commemorative keepsakes.
Ali Harris Shere, BU Chief Executive, Snack Foods & Beverages, Foods Division, ITC Ltd., said the campaign celebrates Odisha’s festival traditions by bringing together culture, food and innovation, while encouraging consumers to discover new ways of enjoying YiPPee! noodles.
The campaign underlines ITC’s strategy of using region-specific cultural engagement to build stronger brand affinity in eastern India. In Guwahati, where demand for packaged foods and convenience products is steadily expanding, such localized marketing initiatives can help drive consumer interest, particularly among younger demographics seeking modern interpretations of traditional flavours. The approach also reinforces the growing importance of experiential marketing in strengthening brand visibility across the Northeast.
