ITC Ltd.’s Sunrise Spices has released a special Rongali Bihu musical tribute, reinforcing its deep cultural connect with Assam through a curated music video celebrating the state’s traditions, food, and festive spirit. Known for its regional offerings such as Duck Curry with Ashgourd masala and Til Chicken masala, the brand said it continues to honour Assam’s culinary and cultural identity through meaningful storytelling.
Created in collaboration with Baahi, the fusion Bihu track blends traditional rhythms with contemporary elements, capturing the essence of Bohag Bihu through visuals of Goru Bihu, egg fight rituals, and Gamusa weaving. The composition by Assamese musician Kussum Kailash, with vocals by Neel Akash and Kailash, features Kamal Lochan, Bedabrat Borah and Gayatri Baishya. Speaking on the launch, Piyush Mishra, Business Head, Sunrise Spices, said the initiative aims to reflect how Bihu is experienced in everyday life through shared food, music, and celebrations.
The music video has been released on YouTube, while the track is also available on platforms including Spotify, Apple Music, Amazon Music and JioSaavn. The brand has also introduced an interactive Bihu microsite, allowing users to create personalised festive avatars.