Puri, 28/06/2025
The Puri Rath Yatra stands among India’s most sacred festivals, drawing millions of devotees who come together to follow the divine journey of Lord Jagannath — a revered deity symbolizing compassion and universality — along with Balabhadra and Subhadra in their majestic chariots. Held annually in Puri, Odisha, this ancient celebration holds deep spiritual significance. It is a significant highlight of India’s religious calendar. Sunfeast Marie Light extended its support this year with a gesture that fused tradition with innovation — offering meaningful comfort to pilgrims enduring the intense summer heat.
As thousands walked under the scorching sun during the sacred procession, Sunfeast introduced the Surjya Bardaan cap. This unique offering quickly became a symbol of thoughtful devotion. It is created from soothing sandalwood and ornamented with an advanced menthol cooling layer, the cap activates when sunlight touches it, releasing an incredible sensation and calming natural fragrance. It’s a product born of spiritual symbolism and scientific thinking, empowering pilgrims to stay refreshed while immersed in their faith journey.
Ali Harris Shere, Chief Operating Officer of Biscuits & Cakes Cluster at ITC Ltd., noted that the sun — a timeless symbol of life, vitality, and energy — has always been central to the Sunfeast identity. With biscuits made from sun-kissed wheat, the Surjya Bardaan cap extends that spirit of nourishment into an act of on-ground care for devotees. Thousands of these caps were distributed during the event from experience zones set up along the Yatra route, serving as practical relief and a token of spiritual empathy.
Archita Sahu, a beloved Odia actress and cultural icon, has lent her presence to the initiative and also participated in various activities and helped to distribute the Surjya Bardaan caps. Her presence added authenticity and emotional resonance to the campaign which helps to connecting the brand with local tradition and community.
The impact of this gesture was felt far beyond comfort. As the golden sun illuminated the streets of Puri, the Surjya Bardaan cap became a quiet companion on a sacred path which reminds pilgrims that divine connection lives in rituals and everyday gestures of care. This initiative is another example of how brands can respectfully support traditional events, like how Coca-Cola supported the Kumbh Mela with sustainable water access or HUL’s Project Shakti empowers women in rural India.
To explore more about this sacred event, visit the Jagannath Temple Official Site, or discover the rituals and schedule of the yatra through Odisha Tourism’s guide. For a deeper understanding of Indian religious festivals, explore Cultural India’s portal.
