Sunfeast Marie Light has launched the second edition of its ‘Surya Vardaan’ initiative at the Puri Rath Yatra to raise awareness about Vitamin D deficiency, a condition that continues to affect millions of Indians despite the country receiving abundant sunshine. The campaign is built around the brand’s long-standing association with the Sun and its proposition of the “Goodness of Vitamin D”.
Held during one of Odisha’s largest cultural gatherings, the initiative carried the message, “Har Kiran Mein Chhupa Hai Vitamin D Ka Vardaan,” encouraging devotees and families to understand their Vitamin D requirements. At the event, Surya Sahayaks engaged with visitors, helped them complete a two-minute Vitamin D requirement check, distributed educational material and offered free Vitamin D medical tests to select participants. The campaign was also extended online through a WhatsApp-based assessment, where users answer 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 strong cultural connection with the Sun made it an ideal platform to promote awareness. He said the initiative combines technology, community engagement and the scale of Rath Yatra to encourage informed lifestyle choices, including spending time in the Sun and making Sunfeast Marie Light with Vitamin D part of daily tea-time.
Renowned Odia actress and brand ambassador Archita Sahu said RathYatra holds a special place in her heart and urged people to take the two-minute Vitamin D requirement check to better understand their health needs.
Health-focused food products and preventive wellness campaigns are witnessing growing consumer interest in Guwahati, driven by increasing awareness of nutrition and lifestyle-related health issues. Initiatives such as Surya Vardaan could resonate well with urban consumers in the city, where demand for fortified everyday food products and digital health engagement continues to grow, creating opportunities for brands to expand awareness-led marketing initiatives.