SunfeastYiPPee! celebratedOdisha’s rich culinary heritage during the RathYatra with the launch of ‘BaroMasa, YiPPee! Parba’, a cultural and culinary initiative inspired by the state’s traditional philosophy of ‘BaroMasa, TeroParba’ (12 months, 13 festivals). The campaign showcased 13 innovative noodle-based interpretations of iconic Odia festive dishes, offering visitors a contemporary take on regional flavours.
Set up at Puri Beach, the themed pavilion featured 12 month-inspired windows representing the Odia calendar, each highlighting a unique noodle recipe inspired by traditional festive cuisine. Popular dishes such as Potala Posta, Dahi Bara Aloo Dum, Chaula Bara and Muga Dali Khichdi were reimagined using YiPPee! noodles while retaining their regional essence. Inspired by Odisha’sPattachitra art and storytelling tradition, the experience also included interactive installations celebrating the state’s festivals and culture. MasterChef Season 6 winner AbhinasNayak engaged with visitors by presenting the specially curated dishes.
Ali Harris Shere, BU Chief Executive, Snack Foods & Beverages, Foods Division, ITC Ltd., said the initiative aimed to celebrate Odisha’s festival traditions by giving consumers a fresh way to experience familiar regional flavours through innovative noodle creations. Visitors also received personalisedPattachitra-style portraits, exclusive YiPPee! calendars and tote bags as souvenirs.
The campaign reflects the growing trend of national food brands creating region-specific culinary experiences to deepen consumer engagement. In Guwahati, where demand for innovative convenience foods continues to rise, such localized campaigns could resonate strongly with younger consumers seeking familiar regional flavours in modern formats. The initiative also highlights how experiential marketing tied to cultural festivals is becoming an important strategy for brands looking to strengthen their presence across eastern and northeastern India.