Sunrise Pure celebrates World Music Day with Shillong event

MUMBAI: Some brands add flavour to food. Sunrise Pure tried adding a little rhythm to the recipe. ITC’s Sunrise Pure, one of the leading spice brands in East and Northeast India, marked World Music Day with a large-scale cultural celebration titled ‘Ka Rympei Ki Sur’ in Shillong, combining music, community engagement and a strategic brand milestone as it deepens its presence across the Northeast.

Held at Police Bazaar, one of Shillong’s busiest public spaces, the event drew music lovers, local residents and government dignitaries for an evening that celebrated Meghalaya’s rich cultural identity while spotlighting the brand’s growing regional ambitions.

The event’s name carries deep cultural significance. Derived from the Khasi word ‘Rympei’, meaning hearth, it references the traditional centre of a Khasi household where families gather to cook, converse and connect. By linking the concept of home with music, the initiative sought to tap into themes of community, belonging and shared experiences.

The gathering was attended by several senior officials, including Frederick Roy Kharkongor, Commissioner & Secretary, Arts & Culture, D.B.S. Mukhim, Assistant Commissioner, Food Safety; and B. Rani, Director, Agriculture & Horticulture, along with representatives from the East Khasi Hills administration and the Meghalaya Urban Development Authority (MUDA).

A key highlight of the evening was Sunrise Pure’s announcement of Stella Rica Khongsni as its new Brand Ambassador for the Northeast, signalling a stronger localisation strategy as the company seeks to expand its footprint across the region.

The cultural celebrations were powered by performances from popular local bands Snow White and Colours, whose energetic sets turned the venue into a lively showcase of Meghalaya’s vibrant music scene. The event also featured extensive audience engagement initiatives, including contests, interactive activities, branded experiences and social media activations designed to encourage participation both on-ground and online.

The move reflects a growing trend among consumer brands to move beyond traditional advertising and build deeper cultural connections through locally relevant experiences. In markets such as the Northeast, where community identity and regional pride play a significant role in consumer behaviour, cultural engagement is increasingly becoming a strategic tool for brand building.

Speaking on the occasion, ITC Ltd. business head for spices Piyush Mishra said the initiative was designed as a tribute to Meghalaya’s music, traditions and community spirit while reinforcing the values that Sunrise has long associated with its consumer base.

For Khongsni, the association reflects the growing importance of regional voices in national brand narratives. She noted that food remains a central part of cultural identity and that Sunrise’s efforts to celebrate local tastes and traditions made the partnership particularly meaningful.

As competition intensifies across India’s FMCG landscape, brands are increasingly looking beyond store shelves to build relevance. With Ka Rympei Ki Sur, Sunrise Pure appears to be betting that cultural resonance can be just as powerful as product visibility.

For one evening at least, Shillong’s hearth of music became a stage where spices, stories and songs shared the same spotlight.