ITC’s Sunrise Spices has launched its festive marketing campaign Smritir Rongali to tap into Assam’s cultural sentiment and boost regional brand engagement during Rongali Bihu. Running from April 14 to 17 across key locations in Guwahati—Latashil, Chandmari, Khanapara, and Geetanagar—the campaign recreates a rustic Bihu village, featuring bamboo huts, haystack décor, earthen lamps, and traditional folk music.
The campaign is designed to drive both on-ground and digital engagement. Decorated mobile canters will traverse Guwahati’s neighbourhoods, bringing Bihu celebrations directly to consumers. Cultural performances, traditional games, and a tech-driven AI-powered Bihu selfie filter further extend reach and relevance, especially among younger, tech-savvy audiences.
Additionally, events at RWAs with singing, dancing, and cooking competitions are fostering strong community engagement. Smritir Rongali positions Sunrise not just as a household spice brand, but as an enabler of festive nostalgia, cultural pride, and regional market activation.
