STARTUP LEGAL6 Sept 2026
From sponsorships to storytelling: how ITC Foods is going local with festivals
Consumer brands now treat regional festivals as key ad moments because these festivals are gaining national attention. ITC Foods ran its most intensive campaign at Puri's Jagannath Yatra in Odisha, celebrating the Vishwakarma Maharana community's craftsmanship. The company also created 13 traditional Odia dishes with Yippee noodles. The idea is to make brand experiences memorable, not just visible.
Key Statutory Highlights
- ITC Foods ran its most intensive marketing campaign at Puri's Jagannath Yatra in Odisha.
- The campaign celebrated the work of the Vishwakarma Maharana community, who make the rath, focusing on precision and history.
- ITC created 13 traditional Odia dishes made with Yippee noodles, based on the phrase 'Bara Masare Tera Parba'.
Actionable Advice for Taxpayers / Founders:If you sell to consumers, look at how your brand can genuinely take part in regional festivals, but start small, listen to community feedback, and avoid appearing inauthentic.
Statutory Disclaimer: TaxQue Shorts are AI-assisted editorial briefs for compliance awareness. This brief has not passed every source check; confirm the original notification before acting. This does not constitute formal legal or CA counsel.
TaxQue News Desk
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