This Rath Yatra, Sunfeast Yippee celebrated Odisha’s rich culinary heritage with ‘Baro Masa, Yippee Parba’, a first-of-its-kind cultural and culinary experience inspired by the state’s cherished philosophy of ‘Baro Masa, Tero Parba’ (12 months, 13 festivals).
Showcasing the versatility of Yippee noodles, the campaign reimagined some of Odisha’s loved festive dishes into innovative noodle creations, offering consumers a fresh way to experience familiar flavors.
Yippee Parba featured a grand pavilion at the Puri Beach with 12 month-themed windows representing the Odia calendar. Each window showcased a unique culinary innovation that reimagined beloved regional dishes with the twist of Yippee noodles.
From Potala Posta with a creamy Posto-inspired noodle fusion, to Dahi Bara Aloo Dum infused with Yippee noodles, Chaula Bara stuffed with noodles and Muga Dali Khichdi blended with Yippee, every recipe offered a fresh take on traditional flavors. The initiative celebrated Odisha’s rich culinary heritage while transforming classic regional favorites into exciting, contemporary creations.
MasterChef Season 6 winner Abhinas Nayak interacted with visitors and presented the specially curated Yippee dishes, giving consumers an opportunity to discover these innovative noodle interpretations inspired by Odisha’s festive cuisine.
Ali Harris Shere, BU chief executive, Snack Foods & Beverages, Foods Division, ITC, said, “Odisha’s ‘Baro Masa, Tero Parba’ philosophy celebrates the joy of coming together through festivals, traditions and food. By reimagining some of Odisha’s most-loved festive dishes with Yippee noodles we created a unique culinary experience that honored local traditions while inspiring consumers to discover exciting new ways of enjoying their favorite noodles.”
Visitors also explored a specially curated Pattachitra-inspired experience zone, engaging with Odisha’s art, culture and festival stories through interactive installations. As keepsakes from the celebration, they took home personalized Pattachitra-style portraits along with exclusive Yippee calendars and tote bags, extending the memories of the experience beyond Rath Yatra.
IndiFoodBev — authentic, impactful and influential
An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
To improve your marketing and grow sales to the food and beverage processing and packaging industry, talk to us. Our research and consulting company IppStar [www.ippstar.org] can assess your potential and addressable markets in light of the competition. We can discuss marketing, communication, and sales strategies for market entry and growth.
Suppliers and service providers with a strategy and budget for targeted marketing can discuss using our hybrid print, web, video, and social media channels to create brand recognition linked to market relevance. Our technical writers are ready to meet you and your customers for content.
The second largest producer of fruit and vegetables in the world is continuously expanding processing capacities and delivery systems with appropriate innovative technologies. We cover product and consumer trends, nutrition, processing, research, equipment and packaging from farm to thali. Get our 2025 media kit and recalibrate your role in this dynamic market. Enhance your visibility and relevance to existing markets and turn potential customers into conversations. Ask for a sample copy of our bi-monthly in print or our weekly IndiFoodBev eZine each Wednesday.
For editorial info@ippgroup.in — for advertisement ads1@ippgroup.in and for subscriptions subscription@ippgroup.in
Naresh Khanna – 10 February 2025
Subscribe Now
