In a vibrant fusion of culture and technology, ITC’s Sunrise Spices has launched a unique digital campaign to celebrate Rongali Bihu, featuring an AI-powered image filter that transforms selfies into traditional Assamese portraits. As Bihu festivities sweep across Assam and beyond, Sunrise’s new initiative allows users to scan a QR code or click a link to turn their photos into stylized images showcasing Assamese attire and festive elements. The AI filter is designed to deepen cultural connection and spread festive joy, especially among tech-savvy youth and Assamese communities living outside the state.
Sunrise Spices, known for its authentic blends, is tapping into the power of digital media to keep traditions alive in a modern world. “It’s more than a filter—it’s about feeling close to home,” said a spokesperson for the brand.
In Guwahati, the campaign has struck a chord with consumers and retailers alike. Spice shops and local grocery stores reported increased customer interest, with many eager to try the filter and share their Bihu portraits online. The blend of nostalgia and novelty is making the Sunrise brand even more relevant this festive season. Sunrise invites all to join in and celebrate Bihu—anytime, anywhere—with a simple scan or click.