Ad Campaigns
Sunrise Spices adds an AI tadka to Bihu with selfie-savvy celebrations
MUMBAI: If you thought Bihu was all about folk tunes, gamusas and those perfect jolpan spreads, think again. Sunrise Spices, a proud ITC brand with deep Assamese roots, just tossed tradition into the tech blender with its latest brainchild-an AI-powered image filter that lets you turn your humble selfie into a festival-ready Assamese portrait. Saree, jewellery, the works.
Launched nationally on 12 April 2025, this digital dhol beats with heart and holograms. With a simple click or QR scan, users can experience the joy of Rongali Bihu in a modern yet authentically cultural way. Whether you’re in Dibrugarh or Dubai, Sunrise is making sure the beat of the dhol and the spirit of the season reaches you.
This initiative is more than just a digital delight—it’s a heartfelt effort by Sunrise to ensure that the spirit of Bihu can be felt and shared across the country, no matter where you are.
The AI filter, hosted on a microsite, works by transforming any uploaded image into a stylised Bihu-themed portrait – think classic Assamese mekhela sador, traditional jewellery, and vibrant background flourishes. Users can click a pic or upload an existing image to get the full festive makeover.
This clever campaign doesn’t just digitise a cultural experience—it democratises it. The filter is accessible to anyone with a smartphone, effectively turning the entire country into a Bihu-ready canvas. No stage required. No taal missed.
https://sunrisebihumemory.in
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
