In a vibrant revival of Assam’s cultural heritage, ITC’s Sunrise Spices has launched its Rongali Bihu campaign, ‘Smritir Rongali’, to reconnect urban dwellers with the traditional spirit of the festival. The initiative, unfolding from April 14 to 17 across Latashil, Chandmari, Khanapara, and Geetanagar in Guwahati, recreates an immersive village-style Bihu experience right in the heart of the city.
The campaign features bamboo huts, haystacks, earthen lamps, and soulful folk music, offering a nostalgic nod to rural Assam. Cultural performances, traditional games, and festive canters traveling through neighborhoods bring the celebration to life. Sunrise has also embraced innovation with an AI-powered Bihu filter, enabling users nationwide to transform their selfies into Assamese avatars, blending tradition with technology.
In Guwahati, ‘Smritir Rongali’ has sparked notable buzz. Local vendors and shoppers at Fancy Bazar and Paltan Bazar have embraced the festive spirit, with increased footfall and a surge in traditional attire, décor, and spice sales. The campaign is seen as a welcome boost to community engagement and local commerce during the festive period. Sunrise’s Bihu festivities extend to RWAs, fostering unity through singing, dancing, and cooking competitions. The brand calls on all to celebrate Bihu the Sunrise way—rooted, festive, and full of heart.