MAM
54th Grammys attracts record viewership
MUMBAI: The 54th edition of Grammy Awards became the second most watched show in the history of the popular music awards event with a total of 39 million viewers tuning in, according to Nielsen.
The show, which was telecast on CBS last Sunday, delivered a rating of 14.1 in the 18-49 age group, a key demographic for many advertisers.
The 53rd edition had a viewership of 26.7 million viewers.
The 1984 Grammys has been the most watched show in the events history attracting a record 43.8 million viewers. It was also the year when late Michael Jackson received eight Grammys.
The Recording Academy had last year reached a new deal with CBS to keep the awards show on the network for another 10 years.
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.
