ITC’s Sunrise Spices has launched an innovative digital campaign to celebrate Rongali Bihu, using Artificial Intelligence to give the traditional festival a modern twist. The brand has introduced an AI-powered Bihu-themed image filter that transforms selfies into stylized portraits adorned with traditional Assamese attire and festive elements.
Designed to deepen emotional and cultural connections, the filter is accessible via a simple QR code scan or link, making it easy for users across India—from metros to remote areas—to participate in the celebrations. The move highlights Sunrise’s strategy of using technology to expand its cultural outreach while reinforcing brand loyalty during key regional festivals.
By combining deep-rooted tradition with innovation, Sunrise Spices is not only celebrating Bihu but also strengthening its brand presence across Assam and beyond—offering a festive experience that connects generations and geographies with just a click.
