Sunfeast YiPPee! celebrated Odisha's vibrant food culture during the Puri Rath Yatra with 'Baro Masa, YiPPee! Parba', a first-of-its-kind campaign inspired by the state's age-old philosophy of 'Baro Masa, Tero Parba' (12 months, 13 festivals).

The initiative paid tribute to Odisha's festive traditions by reimagining 13 iconic Odia festive recipes with a creative YiPPee! noodle twist, offering visitors a fresh and contemporary take on familiar regional flavours.

Set up at Puri Beach, the experience featured a grand pavilion inspired by the Odia calendar, with 12 themed windows representing each month of the year. Drawing inspiration from the storytelling tradition of Pattachitra art, every section highlighted a unique noodle-based interpretation of a traditional festive dish.

Visitors explored innovative creations such as Potala Posta with a creamy posto-inspired noodle fusion, Dahi Bara Aloo Dum infused with YiPPee! noodles, Chaula Bara stuffed with noodles, and Muga Dali Khichdi blended with YiPPee!, among several other regional favourites.

Adding to the celebrations, MasterChef Season 6 winner Abhinas Nayak interacted with visitors and showcased the specially curated dishes, giving guests an opportunity to experience the unique fusion of traditional Odia cuisine and YiPPee! noodles.

Commenting on the initiative, Ali Harris Shere, BU Chief Executive, Snack Foods & 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."

The celebration also featured a Pattachitra-inspired experience zone, where visitors explored Odisha's rich artistic heritage through interactive installations showcasing the state's festivals and cultural stories.

To make the experience memorable, guests received personalised Pattachitra-style portraits, along with exclusive YiPPee! calendars and tote bags, allowing them to take home a piece of the celebration beyond Rath Yatra.

Through 'Baro Masa, YiPPee! Parba', Sunfeast YiPPee! brought together food, culture and tradition, creating a unique celebration that honoured Odisha's culinary heritage while introducing innovative ways to enjoy its iconic festive flavours.