Sunfeast Marie Light has launched the second edition of its ‘Surya Vardaan’ initiative at the Puri Rath Yatra, aiming to increase awareness about Vitamin D deficiency through an engaging public awareness campaign.

Built around the message “Har Kiran Mein Chhupa Hai Vitamin D Ka Vardaan”, the initiative draws on Sunfeast Marie Light's long-standing association with the Sun and its proposition of the ‘Goodness of Vitamin D’. The campaign seeks to encourage people to better understand their Vitamin D requirements despite India's abundant sunshine.

Recognising the Puri Rath Yatra as one of Odisha's largest cultural gatherings, the brand used the occasion to connect with thousands of devotees and families through a series of on-ground awareness activities.

As part of the campaign, Surya Sahayaks interacted with visitors, helping them complete a two-minute Vitamin D requirement check and distributing educational material about Vitamin D deficiency. Selected participants were also offered free Vitamin D medical tests, encouraging them to take informed steps towards better health.

The awareness initiative was also extended online through a WhatsApp-based assessment, where consumers could answer simple questions related to their sunlight exposure, outdoor habits and Vitamin D awareness to understand their potential requirements.

Commenting on the initiative, Suraj Kathuria, VP and Head of Marketing – Biscuits, Foods Division, ITC Ltd, said:

“Odisha's enduring relationship with the Sun provided a meaningful starting point for us to spark conversations around Vitamin D. Through Surya Vardaan, our endeavour has been to make Vitamin D awareness simple and relevant for consumers. Combining technology, community engagement and the scale of Rath Yatra, we encouraged people to better understand their Vitamin D needs and take informed steps towards their well-being like spending time in the Sun and making Sunfeast Marie Light with Vitamin D a part of their everyday tea-time.”

Archita Sahu, renowned Odia film actress and the brand's ambassador in Odisha, added:

“As an Odia, Rath Yatra is very close to my heart. I’m happy to be part of Sunfeast Marie Light’s Surya Vardaan initiative, which encouraged people to understand their Vitamin D requirement. I urge everyone to take this 2-minute Vitamin D requirement check.”

With the second edition of Surya Vardaan, Sunfeast Marie Light continues to use cultural occasions as a platform to promote public awareness, reinforcing its connection with Odisha while encouraging conversations around Vitamin D and everyday well-being.

Revital, one of India’s leading multivitamin brands from Sun Pharmaceutical Industries Limited, has unveiled its latest integrated campaign featuring Bollywood actor Vicky Kaushal, bringing a fresh perspective to the conversation around everyday fatigue and energy.

The campaign aims to encourage consumers to recognise that feeling low on energy may not always be linked only to physical exertion. In today’s fast-paced environment, long working hours, constant digital connectivity, personal responsibilities, and everyday stress can contribute to feelings of tiredness even without intense physical activity.

Building on the evolving understanding of modern lifestyles, Revital’s campaign highlights the impact of stress and mental demands on overall energy levels. The initiative encourages consumers to take a more holistic approach towards everyday vitality while highlighting the importance of scientifically formulated nutrition.

Featuring Vicky Kaushal, the campaign film portrays relatable everyday situations and brings alive Revital’s message of understanding fatigue beyond traditional perceptions.

Commenting on the campaign, Vidhi Shanghvi, Executive Director, Sun Pharma, said that changing consumer lifestyles have created a need to redefine how people view energy and fatigue. She highlighted the importance of science-led nutritional solutions in supporting consumers as they navigate increasingly demanding routines.

The campaign has been conceptualised in partnership with Ogilvy India and aims to shift the conversation around fatigue from only physical tiredness towards a wider understanding of lifestyle-related energy challenges.

Akshay Seth, Senior Executive Creative Director, Ogilvy India, said the campaign was designed to create a relatable yet thought-provoking narrative by exploring the role of stress as an everyday factor influencing energy levels.

The integrated campaign will be rolled out across multiple platforms, including television, digital channels, connected TV (CTV), OTT platforms, and social media, allowing Revital to engage consumers across different touchpoints.

Backed by a formulation containing 20 essential nutrients, including Natural Ginseng, Revital continues to focus on supporting everyday energy and nutritional needs. The brand’s latest campaign reflects its commitment towards addressing evolving consumer expectations through science-backed wellness solutions.

With growing awareness around preventive health and lifestyle wellness, Revital aims to strengthen its position in India’s nutrition and wellness segment by encouraging consumers to rethink how they understand fatigue, energy, and overall well-being

Swiggy Ltd. has announced a strategic partnership with FITPASS, India’s leading fitness and preventive health ecosystem, to encourage consumers to adopt healthier lifestyles through a combination of mindful eating and active wellness practices.

Through the collaboration, Swiggy users participating in the EatRight Streak Challenge can earn rewards for consistently choosing healthier meal options on the platform and stand a chance to win a FITPASS 360 subscription worth ₹2,999. The partnership aims to extend the concept of healthy living beyond food choices by connecting nutrition, fitness, and preventive healthcare into a more holistic wellness journey.

Building on the success of Swiggy’s EatRight initiative, the partnership rewards users who regularly opt for better-for-you meals while introducing them to FITPASS 360, an integrated wellness membership offering fitness, nutrition, coaching, and healthcare support.

The collaboration comes at a time when consumer interest in health and wellness continues to grow across India. Increasingly, consumers are looking beyond individual food choices and seeking lifestyle solutions that combine balanced nutrition, physical activity, and personalised health support.

Swiggy has already witnessed growing demand for healthier food options through EatRight, with more than 5 million monthly EatRight transacting users choosing curated healthy meals on the platform. Consumer preferences indicate a shift towards lighter breakfasts and protein-focused meals throughout the day.

Popular morning choices include healthier alternatives such as millet idli, dosa, and low-calorie upma, while high-protein dishes account for a significant share of EatRight orders during lunch, snacks, and dinner. Meals such as chicken rice bowls, paneer tikka sandwiches, chicken and paneer tikka preparations, double egg dishes, and protein-rich rolls reflect the changing preferences of health-conscious consumers.

As part of the EatRight Streak Challenge, users can complete order milestones by selecting EatRight options on the Swiggy app and earn up to ₹300 in FREECASH rewards. The top 20 weekly performers will receive complimentary access to FITPASS 360 subscriptions.

FITPASS 360 provides members access to over 12,000 gyms and fitness studios across India, personalised fitness coaching through AI-powered platform ARIA, unlimited virtual workout classes including yoga, strength training and HIIT, preventive health check-ups covering 29 key health parameters, specialist consultations, and expert-led wellness guidance.

Speaking about the partnership, Deepak Maloo, Vice President – Food Strategy, Customer Experience & New Initiatives, Swiggy, said, “At Swiggy, we believe healthy living starts with everyday choices. Through EatRight, we've made healthy food more accessible. With the EatRight Streak Challenge, our focus is on helping users stay consistent with these choices. This partnership with FITPASS allows us to extend that journey beyond the plate by combining the power of the EatRight menu with access to fitness, coaching, nutrition and preventive wellness through FITPASS 360.”

Arushi Verma, Co-founder, FITPASS, added, “True wellness isn't one decision; it's the sum of daily choices people make around how they move and what they eat. With this partnership, we're bringing both together - FITPASS helps people move right and make healthier choices, while Swiggy provides those healthy food choices.”

FITPASS has also observed increasing consumer adoption of integrated wellness routines, with a majority of FITPASS 360 users accessing multiple services including gym memberships, nutrition support, AI-based coaching, virtual workouts, and consultations.

Customers can participate in the EatRight Streak Challenge by searching “EatRight” on the Swiggy app and ordering from the curated healthy food selection. The initiative strengthens Swiggy’s focus on making healthier choices more accessible, engaging, and rewarding for consumers across India.

Through this partnership, Swiggy and FITPASS aim to create a more connected wellness ecosystem where food, fitness, and preventive healthcare come together to help consumers build sustainable lifestyle habits