Sunrise Spices, an ITC brand in East India, unveils a spice range, ‘Swaad Bihar Ka,’ featuring packs adorned with Madhubani paintings by local artists. The initiative provides a platform for talented women, capturing Bihar’s culture through art. In line with efforts to showcase Bihar’s culture, Sunrise releases a music video during the festive days of Chhath, continuing its journey to showcase ‘Swaad Bihar ka.’
Sung by Bihari artists Shubhra Mishra, Nishita Jha, Saloni Bhardwaj, and Shruti, the video portrays a mother’s plea to her son to return home for Chhath Puja celebrations. The song conveys the emotional essence of the festival and the longing of aging parents for their children’s presence during this festive period. It also captures the rituals, traditions, and community spirit that define Chhath Puja.
“Chhath Puja is a special occasion for Biharis worldwide; it is a tapestry that binds us to our roots. Through this special music video, we aim to bring to life the essence of homecoming during this revered festival and celebrate the cultural richness that Chhath Puja brings. At Sunrise Spices, we take pride in supporting local artists and celebrating the traditions and heritage of Bihar. This music video serves as a testament to our efforts of adding flavour to festive cooking and enhancing the flavour and spirit of festivities,” Piyush Mishra, business head, Sunrise Spices, said.
The music video has been released across Sunrise’s digital social media platforms, including YouTube, Facebook and Instagram.
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