ITC’s Sunrise Spices has rolled out its culturally anchored campaign Smritir Rongali to stimulate consumer engagement and regional demand during Rongali Bihu, one of Assam’s most significant festivals. From April 14 to 17, the campaign will activate across four major Guwahati locations—Latashil, Chandmari, Khanapara, and Geetanagar—fusing tradition with experiential and tech-enabled marketing.
The campaign’s economic significance lies in its multi-pronged strategy: immersive Bihu village setups with bamboo huts and folk music, mobile canters spreading cheer across neighbourhoods, and cultural performances that drive foot traffic. The introduction of an AI-powered selfie filter enables digital participation, broadening market penetration across geographies.
By blending community celebrations with strategic brand presence, Sunrise Spices not only reinforces cultural identity but also drives seasonal consumption patterns, contributing to regional economic activity and strengthening its foothold in Assam’s Tier-II and Tier-III markets.
