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Tag: Puri

  • Brand sewa takes the wheel at Rath Yatra with Rs 50 crore ride to recall

    Brand sewa takes the wheel at Rath Yatra with Rs 50 crore ride to recall

    MUMBAI: This Rath Yatra, brands aren’t just showing up, they’re showing up with purpose. From shaded rest zones to multilingual helpdesks and hydration kiosks, the 2025 Jagannath Puri Rath Yatra is seeing a holy union of devotion and disruption as advertisers swap billboards for bio toilets, prasad delivery and public service. Spearheading this transformation is Chaaipani, which has clinched exclusive brand integration and activation rights for the Yatra in collaboration with the Puri District Administration. The result? An expected brand value generation of over Rs 50 crore this year, with projections soaring to Rs 200 crore in the coming years as brands discover the power of service-led participation.

    Over 15 million pilgrims are expected to visit the coastal town this year, creating a diverse and emotionally charged audience base that spans geographies, age groups, and spiritual leanings. “We’re not placing logos, we’re placing help,” said Chaaipani founder Shruti Chaturvedi. “This is not about advertising; it’s about alignment with culture, with service, with the real needs of real people.”

    The shift is not just symbolic. Brand interventions ranging from real-time digital updates via the Jagannath Dham app, pan-India prasad delivery, and hygiene-focused installations are all vetted for cultural sensitivity and operational relevance in partnership with local authorities.

    Puri District collector Siddharth Shankar Swain (IAS) called the move a “sacred duty of seva”, saying, “It’s heartening to see brands stepping in not as sponsors, but as sevaks. This is a collective movement of unity, care, and public service.”

    And the momentum is industry-agnostic. From FMCG to digital payments, logistics to beverages, the brands stepping in aren’t just selling, they’re serving.

    The audience is as diverse as it gets rural and urban, tech-savvy and tradition-rooted, young and old making it a unique moment where faith and footprint converge. “Commerce meets consciousness,” as Chaturvedi puts it. “And when that happens, brands earn not just mindshare but heartshare.”

    The 2025 edition of the Rath Yatra could go down not just as a spiritual high point, but also as a case study in how brands can walk the path of relevance barefoot, hand-in-hand with culture.

  • Chaaipani takes the reins at Rath Yatra with divine brand partnership

    Chaaipani takes the reins at Rath Yatra with divine brand partnership

    MUMBAI: Where faith meets footfall, Chaaipani is scripting a new chapter in spiritual storytelling. Chaaipani has been named the exclusive advertising and brand activation partner for the Jagannath Puri Rath Yatra 2025, one of India’s most spiritually charged and widely attended festivals, drawing over 1.5 crore devotees annually.

    As the grand chariots of Lord Jagannath, Balabhadra, and Subhadra prepare to roll through Puri on 27 June, a different kind of journey begins behind the scenes. With this partnership, Chaaipani is tasked with orchestrating branding, sponsorships, and immersive on-ground activations carefully designed to resonate with the spiritual atmosphere while elevating the experience for attendees and brands alike.

    For many marketers, the Rath Yatra offers a rare confluence of scale, sentiment, and visibility, especially across Tier 2 and Tier 3 markets. But this isn’t your usual marketing pitch, it’s faith-first. And Chaaipani, known for its culturally rooted storytelling and community-first ethos, aims to walk the fine line between devotion and disruption with thoughtful precision.

    Speaking about the partnership Chaaipani founder Shruti Chaturvedi said, “We are deeply honored to be entrusted with the advertising and brand activation for the Jagannath Rath Yatra 2025. This is more than just a festival, it is an embodiment of faith, devotion, and centuries-old tradition. Our goal is to create a respectful and authentic brand storytelling experience that enhances the Yatra for millions of devotees while preserving its spiritual essence.”

    The mandate covers end-to-end execution from planning to on-ground integration ensuring every participating brand not only shows up but does so meaningfully. With a reputation for balancing modern storytelling with cultural sensitivity, Chaaipani’s playbook promises reverent innovation.

    As faith takes to the streets this June, Chaaipani will be curating not just a brand campaign, but a collective memory for millions who gather for divine darshan, and for marketers hoping to walk beside them respectfully.

  • Chaaipani to brew up brand buzz at Jagannath Puri Rath Yatra 2025

    Chaaipani to brew up brand buzz at Jagannath Puri Rath Yatra 2025

    MUMBAI: Chaaipani has steeped itself into the grand spectacle of the Jagannath Puri Rath Yatra 2025, bagging the exclusive rights for advertising and brand activations at one of India’s most iconic religious gatherings, expected to draw over 15 million devotees.

    As the official brand activation partner, Chaaipani will craft immersive brand experiences, striking a fine balance between spirituality and smart storytelling. From on-ground sponsorships to high-impact brand placements, the agency’s mission is to keep the sanctity of the event intact while ensuring brands resonate with the sea of devotees flooding Puri’s streets.

    Set to roll out on 27 June 2025, the Rath Yatra will see the majestic chariots of Lord Jagannath, Lord Balabhadra, and Devi Subhadra embark on their legendary journey from the Jagannath Temple to the Gundicha Temple. For brands, this isn’t just a journey of faith—it’s a direct route to the hearts of millions, especially from India’s Tier 2 and Tier 3 cities.

    Chaaipani founder Shruti Chaturvedi  described the partnership as a privilege and a challenge, saying, “We are deeply honored to be entrusted with the advertising and brand activation for the Jagannath Rath Yatra 2025. This is more than just a festival—it is an embodiment of faith, devotion, and centuries-old tradition. Our goal is to create a respectful and authentic brand storytelling experience that enhances the Yatra for millions of devotees while preserving its spiritual essence.”