Puri,5th July 2025: This year’s Rath Yatra in Odisha stood out not just for its grandeur and spiritual significance but also for a unique initiative that merged devotion with financial awareness. For the first time, alongside the traditional festivities, an expansive Mutual Fund Awareness Campaign was launched, turning the spiritual atmosphere into a platform for economic empowerment.
Launched on the auspicious day of Rath Yatra, the campaign began with the flagging off of the ‘Nivesh Ratha’ (Investment Chariot) from the Sambad Bhavan. This symbolic chariot traveled across Bhubaneswar and Cuttack, equipped with LED displays broadcasting key messages about mutual fund investments, helping the public understand their benefits in a simple, engaging manner.
Adding a creative dimension, renowned sand artist Sudarsan Pradhan created stunning sand sculptures on the Puri beach. These artworks not only depicted Lord Jagannath and the chariot festival but also subtly promoted mutual fund awareness—drawing the attention of hundreds of daily visitors and pilgrims with a mix of artistry and meaningful messaging.
A large-scale stall at Puri’s Grand Road (Bada Danda) served as the centerpiece of the campaign, hosting daily quiz contests, interactive sessions, and engaging activities for the public. Participants received gifts like umbrellas, caps, and t-shirts, all while being educated on the importance of systematic investments and financial planning.
One of the most appreciated events of the campaign was the “Bhajan Sandhya”, an evening of devotional music dedicated to Lord Jagannath. Renowned singers and artists captivated audiences while also spreading the campaign’s core message of financial awareness in a culturally resonant manner. Influencers and digital creators also joined the initiative to expand its reach, especially among the youth.
Through a thoughtful blend of culture, devotion, and education, this innovative outreach successfully connected with lakhs of devotees and tourists during Rath Yatra—highlighting the growing importance of financial literacy in everyday life.