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Sunfeast YiPPee! ramps up the flavour at Puri Rath Yatra

By Retail4Growth Team | July 10, 2024

The instant noodles and pasta brand from ITC has strategically leveraged the Puri Rath Yatra by setting up a fully functional Beach Café and offering 56 recipes of YiPPee! noodles with the ‘YiPPee! Chappan Bowls’. 

ITC Sunfeast YiPPee!, the leading instant noodles and pasta brand, has strategically leveraged the Puri Rath Yatra by setting up a fully functional Beach Cafe at the heart of the famous Puri beach with 56 recipes of YiPPee! noodles and the ‘YiPPee! Chappan Bowls’. 

Yippee! has been an integral part of the nine-day Puri Rath Yatra festival and this year the brand drew inspiration from the traditional Chappan Bhog concept and introduced 56 noodles recipes. 

The initiative is similar to the pop-up retail format used by brands across categories to capitalise on a location or occasion and target their captive audience with experiential elements.

Adding to the excitement, Odisha's very own MasterChef, Smrutisree Singh and Abinas Nayak, graced the inaugural event on July 8th. They each prepared a special dish—Smrutisree's Spicy Sizzler and Abinas' Noodle Rostti with Masala Topping  — using YiPPee! noodles, enticing the crowd. The YiPPee! Bowl inspired café, amped up the whole experience. 

Speaking on the occasion, Suresh Chand, Vice President & Head of Marketing, Snacks, Noodles & Pasta, ITC Foods, said "Puri Rath Yatra is a revered religious tradition in Odisha, attracting devotees from far and wide. Drawing inspiration from the traditional Chappan Bhog, YiPPee! curated 56 varieties, each representing a unique way to enjoy YiPPee! noodles. The YiPPee! Bowl Café at Puri Beach was an exciting way to connect with our audience, offering them an engaging activity that showcases the joy and versatility of our brand.

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