Zee Sarthak launches ‘Aasthara Yatra’ campaign to carry devotees’ prayers to Lord Jagannath

Bhubaneswar: Marking the sacred Rath Yatra festivities, Zee Sarthak has launched a unique spiritual initiative, ‘Aasthara Yatra’, aimed at helping devotees across Odisha offer their prayers and coconuts to Lord Jagannath in Puri.

With the emotional campaign message, “Shraddhare Badhei Deli Nadia, Bhuj Badhei Neba Kalia” (I offer my coconut with devotion, may Lord Kalia accept it with open arms), the Odia entertainment channel seeks to bridge the gap between devotees who are unable to travel to Puri for the annual Rath Yatra and the revered Jagannath Temple.
Known for promoting Odia culture, traditions and festivals through its special programmes, serials and reality shows based on celebrations such as Rath Yatra, Raja and Nuakhai, Zee Sarthak said the initiative is another step towards strengthening Odisha’s cultural identity and keeping the Jagannath tradition alive among millions of devotees.

The campaign will run from July 11 to July 19, during which a specially designed Rath Yatra Van will travel across towns and villages in Odisha. The van will collect coconuts from devotees as symbols of their faith and devotion. All the collected coconuts, along with the prayers and wishes of devotees, will be taken to Puri and ceremonially offered to Lord Jagannath.
The campaign has already received support from several well-known Ollywood and television personalities, including Lipi, Montu, Satyajit, Sujit, Anisha, Smrutirekha, Ranjan, Sambhav and Ankita, who have participated by offering coconuts as a mark of their devotion.

Inviting people to join the initiative, Rahul Rao, Chief Channel Officer of Zee Sarthak, urged Jagannath devotees across the state to participate in the ‘Aasthara Yatra’ by offering a coconut to the Rath Yatra Van when it visits their locality.

He said the channel would serve as a medium to carry devotees’ faith, prayers and aspirations to Lord Jagannath, ensuring that those unable to visit Puri can still be spiritually connected to the divine celebration.