This Rath Yatra, Sunfeast YiPPee! celebrated Odisha’s culinary heritage with ‘Baro Masa, YiPPee! Parba‘, a cultural and culinary experience inspired by the state’s philosophy of ‘Baro Masa, Tero Parba’ (12 months, 13 festivals). Showcasing the versatility of YiPPee! noodles, the campaign reimagined some of Odisha’s festive dishes into noodle creations, offering consumers a way to experience familiar flavours.
Inspired by Odisha’s festivals and the storytelling tradition of Pattachitra art, Baro Masa, YiPPee! Parba featured a pavilion at the Puri Beach with 12 month-themed windows representing the Odia calendar. Each window showcased a culinary innovation that reimagined 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 take on traditional flavours. The initiative celebrated Odisha’s culinary heritage while transforming regional favourites into 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 noodle interpretations inspired by Odisha’s festive cuisine.
Ali Harris Shere, BU Chief Executive, Snack Foods and Beverages, Foods Division, ITC Ltd. 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 honoured local traditions while inspiring consumers to discover exciting new ways of enjoy their favourite 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 personalised Pattachitra-style portraits along with exclusive YiPPee! calendars and tote bags, extending the memories of the experience beyond Rath Yatra.
