ITC’s Sunrise Spices has rolled out a tech-driven initiative this Rongali Bihu, unveiling an AI-powered image filter that allows users to transform selfies into vibrant, Bihu-themed portraits featuring traditional Assamese attire. The move blends cultural celebration with digital innovation, aiming to enhance consumer engagement and brand visibility during one of Assam’s most cherished festivals.
The filter, accessible via QR code or clickable link, offers users across India an opportunity to immerse themselves in Bihu festivities, regardless of location. This strategy aligns with Sunrise’s broader objective to connect with younger, tech-savvy audiences while staying rooted in tradition.
With this innovative approach, Sunrise Spices is not just selling masalas—it’s positioning itself as a cultural ambassador. The brand’s fusion of technology and tradition this Bihu is likely to have a positive impact on market penetration and consumer recall in Assam and beyond.
