ITC’s Sunrise Spices, a leading name in the Indian spice industry, has announced a unique digital initiative to celebrate Rongali Bihu, blending cultural heritage with cutting-edge technology. As part of its festive campaign, the brand has introduced an AI-powered Bihu-themed image filter that allows users to transform their selfies into portraits featuring traditional Assamese attire and festive elements.
This innovative feature is accessible through a QR code or hyperlink, enabling participation across geographies—from major cities to smaller towns. The initiative is aimed at fostering a sense of connection with Assamese roots while engaging consumers in a modern, interactive format. The campaign aligns with Sunrise Spices’ commitment to celebrating regional traditions through meaningful consumer experiences.
Sunrise Spices’ digital-first approach this Bihu reinforces its position as a culturally conscious brand that embraces innovation, aiming to make every celebration more personal, inclusive, and memorable.
