ITC Sunrise Spices has announced the launch of its festive initiative Smritir Rongali—a cultural campaign aimed at reviving the traditional essence of Rongali Bihu in urban Assam. Scheduled from April 14 to 17, the campaign will be activated across key locations in Guwahati including Latashil, Chandmari, Khanapara, and Geetanagar.
Smritir Rongali recreates the charm of rural Bihu celebrations through immersive experiences featuring bamboo huts, haystacks, earthen lamps, folk music, and handcrafted décor. The initiative includes decorated mobile canters, live cultural performances, traditional games, and a unique AI-powered Bihu selfie filter—enabling users to virtually celebrate the festival in traditional Assamese avatars.
Sunrise Spices will also collaborate with Resident Welfare Associations (RWAs) to host community events that bring families together through singing, dancing, and culinary contests, reinforcing its commitment to cultural celebration and community bonding.
