Collaborates with 14 spoken-word artists from Bihar to showcase the state's literary legacy and deepen cultural connect

In continuation of 'Swaad Bihar ka' campaign, ITC Ltd.'s Sunrise Spices announced collaboration with 14 spoken-word artists from Bihar. As part of the initiative, ITC Sunrise Spices will celebrate the region's vibrant literary legacy with a series of 14 captivating videos that delve into the treasure trove of Bihari literature.

Artists like Swastika Rajput and Anshuman Singh express their deep emotional ties through spoken-word poetry, while Priyesh Sinha brings humour to debunk stereotypes on regionalism. Sahil Kumar, through his commendable poetry, attributes his artistic journey to the cultural roots of Bihar. Together, these videos exemplify how the 'Swaad Bihar Ka' campaign has provided a platform for the artists to share their personal connections, reminiscing fond memories and experiences from their hometowns.

Speaking about this initiative, Mr Piyush Mishra, Business Head, Sunrise Spices, said, "Bihar is known for its rich culture and heritage, and as a brand, we are identifying ways to create deeper connect with the region. 'Swaad Bihar Ka', is a tribute to the essence of Bihar, a journey that resonates with each Bihari's soul. Our latest collaboration with talented spoken-word artists celebrates Bihar's rich heritage and provides a platform to local artists to show their skills and share their heartfelt connections with the land they call home."

Four of the videos are now live on Sunrise Spices, YouTube, Facebook and Instagram platform.

About 'Swaad Bihar ka'

Sunrise Spices, last year launched 'Swaad Bihar Ka,' with the objective to build a strong cultural connect with the region and also offer nuanced product offering to the consumers. The new packs of Sunrise Spices adorned Madhubani paintings by local artists, an art named after Madhubani district of Bihar. To further delight consumers, Sunrise released a heartwarming music video sung by Bihari singers Shubhra Mishra, Nishita Jha, Saloni Bharadwaj and Shruti, during the festive days of Chhath, celebrating the spirit of homecoming during the auspicious Mahaparv. The song deeply resonated with the audience and has garnered more than 2 million views.

Through these efforts, Sunrise aims to give exposure and recognition to local talent while showcasing the culture of Bihar.

About ITC Sunrise Pure

ITC Sunrise Spices is one of the fastest growing spice brands in Eastern India. Sunrise Spices has been enhancing the taste of meals with its high-quality spices, including the Sunrise Chicken masala, Sunrise Turmeric Powder, Sunrise Whole Panch Phoran among others. The spices are manufactured at state-of-the-art facilities spread across the country. Today the brand has a variety of products under the categories of Basic Spices, Blended Spices, Whole Spices and Papads. Available across retail outlets, the brand is also available digitally through leading E-commerce websites.