ITC Ltd’s Sunfeast Marie Light has strengthened its health and consumer engagement strategy with the launch of the second edition of its ‘Surya Vardaan’ initiative at the Puri Rath Yatra, leveraging one of Odisha’s largest cultural gatherings to promote awareness about Vitamin D deficiency. The campaign builds on the brand’s long-standing proposition of the “Goodness of Vitamin D” and aims to encourage healthier lifestyle choices through education and digital engagement.
Carrying the message “Har Kiran Mein Chhupa Hai Vitamin D Ka Vardaan,” the initiative featured Surya Sahayaks at the Rath Yatra who helped devotees complete a two-minute Vitamin D requirement check, distributed educational material and facilitated free Vitamin D medical tests for select participants. The awareness drive was also extended digitally through a WhatsApp-based assessment, where consumers answer simple behavioural questions on sunlight exposure, outdoor routines 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 platform to make Vitamin D awareness simple and relevant. He said the campaign combines technology, community engagement and the scale of Rath Yatra to encourage people to understand their Vitamin D needs, spend more time in the Sun and include Sunfeast Marie Light with Vitamin D in their everyday tea-time.
Renowned Odia actress and the brand’s ambassador in Odisha, Archita Sahu, said Rath Yatra holds a special place in her heart and urged people to take the two-minute Vitamin D requirement check as part of the awareness initiative.
Guwahati is witnessing rising demand for health-oriented packaged foods as consumers increasingly prioritise nutrition and preventive wellness. Awareness-led campaigns such as Surya Vardaan, supported by digital tools like WhatsApp-based assessments, are expected to find traction in the city, where brands are increasingly blending health education with consumer engagement to strengthen market presence and expand the fortified foods segment.
With the latest edition of Surya Vardaan, Sunfeast Marie Light continues to position itself beyond a conventional biscuit brand by transforming a major cultural event into a platform for public health awareness while reinforcing its association with Odisha. Consumers can also take the two-minute Vitamin D requirement check through the campaign’s dedicated WhatsApp platform.
