MAM
Jaideep Mahajan joins Pickle Lintas as ECD
MUMBAI: Jaideep Mahajan has joined Lowe Group‘s Delhi-based agency Pickle Lintas as executive creative director.
Mahajan joins in from Rediffusion Y&R where he was working as national head (Art) and ECD. He quit the agency in early January.
Based in Delhi, Mahajan will head the creative responsibilities of the agency. He will be working closely with Pickle Lintas executive vice-president Abhik Santara.
Mahajan has over 17 years of experience in the industry. Prior to joining Rediffusion Y&R in March 2012, he had also worked with JWT, McCann Erickson, Leo Burnett Advertising, Contract Advertising and FCB Ulka.
For the record, Pickle Lintas was launched in January 2011 as Lowe Group‘s second agency to handle conflicting businesses.
MAM
Sunrise Spices hosts four day Bihu cultural showcase in Assam
56 groups perform across five tribal dance forms at April 14 to 17 event.
MUMBAI: Spice met spirit and the rhythm did the talking. Sunrise Spices brought more than flavour to the table this Rongali Bihu, wrapping culture, community and choreography into a four-day celebration that turned Assam’s festive mood into a living stage. Titled ‘Kristir Milan Setu – Bridge of Cultural Unity’, the event ran from April 14 to April 17, transforming the Bihu week into a showcase of the state’s diverse tribal heritage. Rather than a static celebration, the initiative leaned into performance spotlighting traditional dance forms and turning them into a participative, competitive experience.
Across the four days, 56 group performers from different communities took centre stage, representing five distinct dance traditions Assamese, Bodo, Karbi, Rabha and Mising. Each day unfolded like a cultural chapter, highlighting a different facet of Assam’s identity through rhythm, movement and storytelling.
The event culminated in a felicitation ceremony attended by Ravi Sarma, where winners were recognised across categories based on authenticity, coordination, expression and stage presence, an attempt to balance celebration with craft.
The finale dialled up the energy further with a Barabarani performance by the Tezpuriya Thespian Dance Group, closing the event on a high note that blended spectacle with tradition.
For Sunrise Spices, the play goes beyond cultural patronage. The brand, part of ITC Limited, has long positioned itself around regional authenticity whether through recipes or roots. With this initiative, it extends that narrative from the kitchen to the cultural arena, aligning food heritage with living traditions.
In a landscape where brand activations often chase visibility, this one leaned into identity using dance not just as performance, but as a reminder that culture, much like spice, is best experienced when it’s shared.
