Rath Yatra is a Monumental Event that Attracts Countless Devotees from across the Country to Witness and Participate in the Awe-inspiring Procession

Rath Yatra is a monumental event that attracts countless devotees from across the country to witness and participate in the awe-inspiring procession of Lord Jagannath, Balabhadra, and Subhadra. The sun, which symbolises energy, vitality, and life, is central to both the festival and the brand as the Sunfeast Marie Light biscuits are made from sun-kissed wheat. The brand hopes to bring these values to the forefront, enhancing the festival experience for all attendees. Continuing its efforts to delight consumers in Odisha, the brand has set-up a unique ‘Sunfeast Surjyalay’ experience zone to capture the grandeur of the Rath Yatra and highlight the sun’s immense significance during the event.

In the Rath Yatra festival, not many get a chance to pull the actual Rath. Picking on this insight, the brand has designed the experience zone where several engaging activities are planned for the nine-day festival starting from July 7. The highlight of the zone is the “Pulling the Rath” where devotees get an opportunity to virtually pull three Raths together drawing parallel to the actual experience at the event. Devotees also get a chance to capture memorable moments of pulling the Rath, and an opportunity to cherish these moments for a long time. Adding a divine touch to their festival experience, participants will receive solar cards featuring Lord Jagannath image, which will come to life and will fill it with sunrays when viewed in sunlight.

Through these engaging activities, the brand aims to create a deeper connection with the people of Odisha while celebrating the vibrant cultural tapestry of the state. Popular Odia actress Elina Samantaray visited The Sunfeast Surjyalay experience zone, extending her support at the Puri Rath Yatra. She was seen participating in the various activities planned at the event.

Ali Harris Shere, chief operating officer, biscuits & cakes cluster, foods division, ITC Ltd., said, “We are excited to be a part of the Puri Rath Yatra 2024, a festival that beautifully showcases the rich cultural heritage of Odisha. Through the unique Sunfeast Surjalay experience zone, Sunfeast Marie Light has innovatively captured the significance of the Sun for the Rath Yatra festival as well as for the brand while making the Rath pulling experience more accessible and inclusive for devotees.”