ITC Sunrise spices spreads festive cheer with special Chhath Puja tvc

 ITC Ltd.'s Sunrise Spices, one of the leading spices brands in East India, has launched a specially curated music video as part of its ‘Urja ka Vardaan’ campaign to celebrate the revered Chhath Puja in Bihar. The video encapsulates Bihar’s deep-rooted cultural significance of the festival while highlighting the traditions and family bonding. The music video aims to inspire the younger generation in understanding and embracing the significance of this festival.

The music video, featuring the beautiful vocals of renowned Bhojpuri singer Devi, brings together beloved actors Rajesh Kumar and Neha Marda in heartwarming roles, portraying a family that guides their children through the traditions of Chhath Puja. The video captures the essence of Chhath Puja, focusing on the bond between generations as they come together to honor the Sun God and seek blessings of health, happiness, and prosperity. 

Urja Ka Vardaan’ is a vital part of ITC Sunrise Spices' mission to connect with the people of Bihar and celebrate the rich cultural heritage of this state. This year, the brand’s initiative goes beyond the spices that not only bring rich flavour to festive dishes but fosters deeper understanding of the Chhath Puja’s tradition and rituals through storytelling and music.

Speaking about the video, renowned actor Neha Marda shared, “Chhath Puja is not just a festival; it’s an emotion that binds families together across distances. This music video touches the soul with its heartfelt rendition, emphasizing the importance of Chhath Puja among the younger minds with a hope for them to carry forward this beautiful tradition in future. It beautifully brings out the essence of the festival - the prayer for the well-being of loved ones and the strength that this devotion brings to our lives. It is a beautiful tribute to the cultural heritage of Bihar, and I am proud to be part of this initiative with Sunrise Spices.”

Speaking about the collaboration, renowned actor Rajesh Kumar said, “Chhath Puja is all about coming together and paying homage to the sun god and mother nature for the blessings. This music video is a beautiful tribute to the age-old traditions that define us as a community. I am thrilled to be a part of this celebration of culture and to support Sunrise Spices in their efforts to showcase the richness of Bihar's traditions.”

Mr. Piyush Mishra, Business Head, Sunrise Spices, added, “Sunrise Spices has always been committed to celebrating festivals that are integral to our consumers. With ‘Urja Ka Vardaan,’ we are proud to take another step towards uniting families in the joy and traditions of Chhath Puja. The music video reflects the values of family, togetherness, and passing down traditions, which resonate deeply with the ethos of ITC Sunrise Spices.

The music video has been released across Sunrise Spices' social media platforms, including YouTube, Facebook, and Instagram.