New Delhi, 22 September — Organic Tattva, India’s leading organic food brand, has announced the launch of Season 2 of its much-celebrated ‘Pure Festivals’ campaign, this year with Bollywood icon Kareena Kapoor Khan joining as the brand face for its pulses and rice range.
After the overwhelming success of its debut edition, Pure Festivals returns with a stronger promise –to celebrate the soul of India’s festivals through food, faith and festivities. This year, the campaign goes deeper into regional celebrations, spotlighting how every part of India makes festivals unique through its distinct flavours, cuisines and traditions.
Conceptualized and executed by Maximus Collabs, the campaign positions Organic Tattva as the festival’s favourite ingredient, one that connects families and communities by making food as pure as the spirit of celebration itself.
Speaking about the campaign, Kriti Mehrotra, Co-founder, Organic Tattva, said:“At Organic Tattva, we believe that purity is not just in what we eat but in how we celebrate. Every region in India has its own festive cuisine whether it is the richness of sweets in the North, the soulful rice delicacies of the East, the hearty pulse-based dishes of the South, or the vibrant flavours of the West. Food is at the heart of every celebration, and when it is pure, it makes every ritual, every moment more meaningful. With Kareena joining us, we are proud to take this message of purity and authenticity to every household this festive season.”
Adding to this, Manisha Singh, Director, Maximus Collabs, said “Pure Festivals is more than a campaign , it’s a cultural movement. In its second year, we are bringing to life the beauty of India’s diverse festive traditions. By celebrating food at a regional level, we honour what makes each festival truly special. When faith, food and festivity come together in their purest form, the experience becomes timeless. Organic Tattva embodies this purity and ensures that every dish served during festivals is filled with trust, health and heritage.”
With Kareena Kapoor Khan lending her voice and presence, the campaign reinforces that festivals are not just about rituals, they are about togetherness, tradition and trust. The Pure Festivals campaign celebrates India’s culinary heritage, bringing pride, purity and authenticity to every festive table with Organic Tattva at the heart of it all.