MAM
Sunrise Spices adds extra flavour to Chhath with music, art, and devotion
MUMBAI: When devotion meets melody and colour, the Sun never sets on Bihar and Jharkhand’s Chhath celebrations. ITC Sunrise Spices, a stalwart of Eastern India’s culinary and cultural heritage, has rekindled its iconic campaign ‘Urja Ka Vardaan’, honouring the energy, faith, and devotion that define Chhath Puja.
Originally launched last year, the campaign connects deeply with the people of Bihar and Jharkhand, spotlighting the rituals, stories, and artistry that have shaped generations. This year, Sunrise takes the narrative further, journeying back to the origins of Chhath, from Sita’s first vrat, king Priyavrata and queen Malini’s prayer for a child, to the Pandavas’ devotion and Karna’s worship of Surya Dev. The aim: to engage younger audiences with the timeless significance of this festival.
To bring these stories alive, Sunrise has introduced two creative pillars: a devotional music video, “Chhath Ki Mahima”, sung by Bihar’s very own Maithili Thakur, and an illustrated storybook, “Urja Ka Vardaan – Chhath Ki Kahaniyaan”, rendered in traditional Madhubani and Tikuli art styles. While the music video channels emotion and devotion through song, the storybook visually immerses audiences in the festival’s rituals, colours, and cultural pride, celebrating the sacred link between the Sun and a mother’s love.
The storybook will be distributed across ghats in Bihar and Jharkhand, and shared digitally via Swiggy Instamart, enabling devotees nationwide to experience these narratives. In a move that blends tradition with technology, Sunrise has also relaunched its ‘Chhath Companion’ Whatsabpp Bot, offering sunrise and sunset timings powered by IMD data, ritual guides, recipes, devotional songs, and insights into the festival’s cultural essence. This year’s edition incorporates the new song and illustrated stories, enriching the digital experience for devotees across India.
Sunrise Spices, business head Piyush Mishra highlighted the brand’s enduring connection with regional culture: “Sunrise has always believed that culture is the truest flavour of a region. Beyond enriching meals, we celebrate the festivals, artistry, and heritage that define the soul of Bihar and Jharkhand. Through traditional music and folk arts, we aim to keep Chhath stories alive and inspire younger generations to stay connected to their roots.”
Echoing this sentiment, Maithili Thakur said, “Chhath Puja is not just a festival, it’s an emotion lived in every home across Bihar and Jharkhand. Through this song, we honour the faith, discipline, and strength every devotee carries. Sunrise’s effort to share the stories of Chhathi Maiya and Surya Dev through music and illustration brings our tradition alive for the next generation. I feel truly blessed to be a part of it.”
With ‘Urja Ka Vardaan’, Sunrise Spices continues to blend heritage with innovation, from devotional melodies to folk-art storytelling and digital tools, ensuring that every devotee’s Chhath experience be it on the ghats or online is immersive, enlightening, and unforgettable. This initiative cements Sunrise’s role not just as a spice brand, but as a custodian of Eastern India’s cultural soul, celebrating devotion, artistry, and the timeless energy of the Sun.
The campaign perfectly captures the festival’s essence: a radiant union of faith, music, art, and technology, a reminder that Chhath Puja is as much about storytelling as it is about worship.
MAM
JBCN Education appoints The Other Circle for PR mandate
Mumbai agency to lead communications for progressive K–12 group.
MUMBAI: JBCN Education just circled in a fresh voice because when your classrooms already think outside the box, the next logical step is to get the story out of the classroom. JBCN Education has appointed Mumbai-based communications agency The Other Circle (TOC) to handle its public relations and strategic communications mandate. The partnership aims to amplify the institution’s distinctive Educreative philosophy, which blends rigorous academics with experiential learning, creativity and values-led development.
TOC will shape JBCN’s narrative through educator-led thought leadership, media engagement and strategic storytelling, fostering deeper conversations with parents, educators and the academic community on modern, meaningful learning.
JBCN Education, senior vice president for marketing Nikhil Sharma said, “Every institution has a unique narrative, one filled with innovative learning, passionate faculty, and the next generation of Changemakers. The Other Circle’s strategic approach and deep familiarity with the education sector make them the right partner to strengthen our brand presence and forge meaningful connections.”
The Other Circle Group of Companies co-founder & CEO Aakanksha Gupta added, “The best communications work happens when the story is already true—you just have to find the right way to tell it. JBCN Education represents a powerful shift in how learning is imagined and delivered in India, and that story is rich: a philosophy that’s lived in the classroom, educators who believe in it, and outcomes that speak for themselves.”
The appointment marks a new phase for JBCN as it seeks to lead national conversations around progressive education, inquiry-based learning and preparing students for an interconnected world.
In an education landscape where the real competition isn’t marks but mindset, JBCN isn’t just teaching kids, it’s teaching the country what forward-thinking learning can look like, and now it’s got a voice loud enough to make sure everyone hears it.
