ITC’s Sunrise Spices is leveraging cultural nostalgia as a strategic brand move with its Rongali Bihu campaign, Smritir Rongali, aimed at deepening consumer engagement in Assam’s urban heartland. From April 14–17, the campaign will unfold across major Bihu pandals in Guwahati—Latashil, Chandmari, Khanapara, and Geetanagar—blending traditional Assamese aesthetics with modern activations.
The campaign features an immersive village-style setup with bamboo huts, haystack installations, earthen lamps, and folk music to evoke the warmth of rural Bihu celebrations. To amplify visibility, Sunrise will deploy decorated mobile canters across Guwahati, while traditional games and Bihu dance performances will create high-touch engagement on ground. A notable innovation is the launch of an AI-powered Bihu selfie filter, allowing users across India to celebrate digitally in traditional Assamese avatars.
Smritir Rongali has already generated significant interest in Guwahati’s retail hubs such as Fancy Bazar and Paltan Bazar. Traders report increased demand for ethnic wear, local décor items, and spices, with Sunrise products gaining prominent shelf space due to the cultural resonance of the campaign. By activating RWAs with interactive contests and cultural events, Sunrise Spices positions itself not just as a product, but as a facilitator of shared traditions and community bonding.
