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Category: News Headline

  • Prime Video takes a shot with NBA League Pass debut in India

    Prime Video takes a shot with NBA League Pass debut in India

    MUMBAI: Prime Video is dribbling into new territory and it’s nothing but net for basketball fans in India. The streamer has announced the arrival of NBA League Pass as an add-on subscription, marking the first time ever that the NBA’s official live and on-demand service is available through Prime Video in India.

    For hoops lovers, this means game time just got a whole lot easier to access and binge. NBA League Pass offers subscribers access to 1,000 plus games per season, including every regular season clash, the NBA All-Star, Playoffs, Conference Finals, and the NBA Finals, along with replays, highlights, and NBA TV at no additional cost. Fans can stream the action live or catch up later no shot clock pressure.

    Three subscription options cater to every kind of fan. The standard League Pass, priced at Rs 219 per month, provides access to all games and NBA TV on one device. For superfans who like more flexibility, the League Pass Premium at Rs 329 per month includes NBA TV, offline viewing, streaming on up to three devices, and even an in-arena feed. Meanwhile, the Team Pass at Rs 199 per month is perfect for loyalists who want to follow their favourite team throughout the season.

    But the slam dunk doesn’t end there. Prime members will also get access to select marquee games from the NBA 2025–26 regular season as part of their standard Prime Video subscription marking the inaugural season of NBA on Prime.

    The season tips off on Saturday, 25 October, with an electrifying opening week doubleheader, the New York Knicks hosting the Boston Celtics at 5am IST, followed by the Minnesota Timberwolves facing off against the Los Angeles Lakers at 7:30am IST.

    To set the stage for this new era, Prime Video Sports also unveiled the NBA on Prime Studio, previewed at Amazon MGM Studios in Culver City, California. The launch event brought together top Amazon executives, NBA production talent, and an all-star lineup of basketball legends including Blake Griffin, Dirk Nowitzki, Steve Nash, Udonis Haslem, John Wall, Rudy Gay, Candace Parker, Dwyane Wade, Swin Cash, and Brent Barry, alongside host Taylor Rooks, announcer Ian Eagle, and analysts Stan Van Gundy, Cassidy Hubbarth, and Allie Clifton.

    With the NBA’s energy now streaming straight to living rooms, Prime Video is setting up for a fast break into India’s growing sports entertainment space, one where fans can skip the highlights and go straight for the full-court experience.

    Because this season, Prime Video isn’t just delivering shows, it’s delivering showtime.

     

  • Piyush Pandey, the adman who gave Indian advertising its soul, passes away

    Piyush Pandey, the adman who gave Indian advertising its soul, passes away

    MUMBAI: Piyush Pandey, the creative colossus who spoke to India in its own voice passed on on Friday aged 70. The man behind Fevicol’s unbreakable bond, Cadbury’s Kuch khaas hai and Asian Paints’ promise to colour every joy had been suffering from an infection. His funeral will be held on Saturday at Shivaji Park Crematorium in Mumbai.

    For more than four decades at Ogilvy India, Pandey rewrote the rules of Indian advertising. He arrived in 1982 at 27, fresh from stints as a cricketer, tea taster and construction worker, and walked into a world dominated by English. His first assignment was a print ad for Sunlight Detergent. What followed was nothing short of a revolution.

    Pandey didn’t just change the language of Indian advertising—he changed its grammar. He brought Hindi, colloquial idioms and the rhythms of everyday India into the mainstream. His campaigns for Fevicol, Cadbury, Hutch and Asian Paints became cultural touchstones, teaching a generation that the truest ideas are often the simplest. “Har khushi mein rang laaye” wasn’t just a tagline. It was philosophy.

    Under his leadership, Ogilvy India held the top spot in Agency Reckoner, an independent survey by The Economic Times, for 12 years. In 2004, he became the first Asian jury president at the Cannes Lions International Festival of Creativity. In 2018, he and his brother, filmmaker Prasoon Pandey, became the first Asians to receive the Lion of St Mark, Cannes’ highest honour for lifetime achievement. In 2016, he was awarded the Padma Shri, the first Indian advertising professional to receive the honour.

    Despite the accolades, Pandey remained disarmingly modest. A cricket lover to the end, he compared himself to a player in a team sport. “A Brian Lara can’t win for the West Indies alone,” he once said. “Then who am I?”
    He had a simple credo: advertising must touch hearts before it wins awards. “No audience is going to see your work and say, ‘How did they do it?’” he said. “They will say, ‘I love it.’” He often warned young creatives against chasing technology at the expense of empathy, urging them to stay rooted in human experience.

    Born in Jaipur to a family of nine children, Pandey grew up surrounded by creativity. His siblings include Prasoon and folk singer-actor Ila Arun. He lent his voice to radio jingles as a child. He also co-wrote the screenplay for Bhopal Express and penned the lyrics for Mile Sur Mera Tumhara, the song that became shorthand for Indian unity. He even acted, appearing in the 2013 film Madras Cafe.

    His political work was equally memorable. In 2014, he crafted Ab ki baar, Modi sarkar, a slogan that helped sweep Narendra Modi to power. But his truest legacy lies not in politics, but in the stories and storytellers he nurtured.

    Tributes poured in from across India. Prime Minister Modi called him “admired for his creativity”. Finance minister Nirmala Sitharaman described him as “a titan and legend” who “transformed communication”. Uday Kotak, founder of Kotak Mahindra Bank, remembered Pandey launching his bank in 2003 with a campaign describing banking as “common sense”. Filmmaker Hansal Mehta captured the mood best: “Fevicol ka jod toot gaya. The ad world lost its glue today.”

    Pandey stepped down as executive chairman of Ogilvy India in 2023 to take on an advisory role. He is survived by his wife, Nita, his family and a creative community that continues to draw from his philosophy: that the best ideas are born not in boardrooms, but in the lives of ordinary people.

    The man who turned commercials into memories has left the building. But his booming laugh, his trademark moustache and his stories—rooted in the street, in life, in listening—remain. India’s advertising soul just got a little quieter.

  • Love goes Prime Time as Param Sundari streams across 200 nations

    Love goes Prime Time as Param Sundari streams across 200 nations

    MUMBAI: Move over long-distance love Param Sundari just went global! Prime Video has rolled out the red carpet for the exclusive worldwide streaming premiere of Param Sundari, a romantic comedy that promises equal parts laughter, love, and cultural chaos.

    Produced by Dinesh Vijan under the Maddock Films banner and directed by Tushar Jalota, the film stars Sidharth Malhotra and Janhvi Kapoor in a charming tale that’s as warm as it is whimsical. Now streaming in India and over 200 countries and territories, the film is the latest addition to Prime Video’s growing bouquet of homegrown blockbusters reaching global screens.

    Set amid the lush backwaters of Kerala, Param Sundari follows the unlikely romance between Param, a cheerful Punjabi boy from Delhi, and Sundari, an independent Malayali woman. What begins as a classic culture clash soon turns into a heartfelt journey of discovery with a generous helping of humour, emotion, and musical magic.

    Director Tushar Jalota calls the film “a celebration of love in its most joyful and unpredictable form.” He adds, “We wanted to create a story that feels alive and heartfelt something that makes you laugh, smile, and believe in love again. With its digital premiere, audiences everywhere can now experience the same warmth that we felt while making it.”

    For Prime Video, Param Sundari is yet another step in its mission to deliver Indian stories with universal appeal. “Our focus has always been on bringing audiences stories high on entertainment, emotion, and heart,” said Prime Video India director and head of content licensing, Manish Menghani. “Param Sundari perfectly embodies these values, it’s fun, warm, and deeply engaging. We’re thrilled to bring it to Prime members around the world.”

    For the leads, the film felt like revisiting the golden era of romance with a modern twist. “Param Sundari takes you back to a time when love was honest, a little messy but full of heart,” said Sidharth Malhotra. “Playing Param reminded me why I fell in love with romantic stories, they make you smile, believe, and reflect on your own journey.”

    Co-star Janhvi Kapoor echoed the sentiment: “Shooting in Kerala was magical. The story celebrates emotion and culture in such a beautiful way that it felt more like an experience than just a film. I think audiences everywhere will connect with that authenticity.”

    With its scenic settings, soulful soundtrack, and feel-good storytelling, Param Sundari is poised to be more than just a weekend watch, it’s a reminder that love, in all its unpredictable glory, still finds a way.

    So whether you’re in Kochi, Kensington, or Kansas, Param Sundari is now streaming proving that when it comes to matters of the heart, distance is just another subplot.

     

  • Game, set, parent – Mumbai gears up for a family Pickleball face-off

    Game, set, parent – Mumbai gears up for a family Pickleball face-off

    MUMBAI: Get ready for a match made in family heaven where rackets meet responsibility and parents trade school runs for serves. Global Sports Pickleball (GSP) is hosting the School Parents Pickleball Championship at Mumbai’s Andheri Sports Complex on 1 and 2 November 2025, inviting mums and dads to swap their weekend routines for volleys, laughter, and a dash of friendly rivalry.

    The event is designed to bring families together, turning the court into a playground of fun, fitness, and festive energy. As pickleball fever grips India, this championship captures the sport’s rare ability to bridge generations with parents taking centre court while their children cheer from the sidelines.

    Parents from some of Mumbai’s most prominent schools including Oberoi International School, Jamnabai Narsee International School, Aditya Birla World Academy, Utpal Shanghvi Global School, Shishuvan School, and Edubridge International School will swap their everyday hustle for a high-energy weekend rally.

    But this isn’t your average tournament. Think more carnival than competition. Expect food stalls, music, children’s activities, and a festive family vibe that promises to keep both players and spectators engaged. It’s not just about aces and dinks, it’s about shared moments and spirited memories.

    “Pickleball is so much more than a game. It’s about connection and community,” said GSP chief architect for pickleball growth Hemal Jain. “The School Parents Pickleball Championship gives families a reason to spend the weekend together in the most active and exciting way possible. There are no age limits, no barriers just pure fun, friendly competition, and family spirit.”

    Adding a cinematic spin to the event GSP writer, producer director and co-founder Shashank Khaitan said, “This championship is about celebrating families and creating memories. We can’t wait to see parents and kids share the same enthusiasm on and off the court. It is all about joy, laughter, and togetherness.”

    With pickleball emerging as one of India’s fastest-growing sports, the tournament shines a light on its accessibility and community-driven charm. GSP’s initiative brings together fitness and family time, blending competition with connection, and showing that sometimes, the best rallies happen off the court too.

    So this November, Mumbai’s parents won’t just be watching from the stands, they’ll be serving, smashing, and scoring… all in the name of family fun.

     

  • Nayara and Sanctuary celebrate Gir’s legacy with ‘The Gir Inheritance’

    Nayara and Sanctuary celebrate Gir’s legacy with ‘The Gir Inheritance’

    MUMBAI: When it comes to celebrating nature’s majesty, Nayara Energy and Sanctuary Nature Foundation are roaring in harmony. The duo has unveiled The Gir Inheritance, a stunning coffee table book that pays tribute to the wild beauty, cultural richness, and enduring conservation legacy of Gujarat’s Gir Forest, the last refuge of the majestic Asiatic lion.

    Published by Sanctuary, the book was presented to select recipients as a symbolic gesture of support for Gir’s lions and the communities that protect them. Every page of The Gir Inheritance captures the pulse of this living ecosystem: its resilient wildlife, its deep-rooted traditions, and the untiring efforts that have kept this sanctuary thriving against all odds.

    Through a blend of evocative imagery and heartfelt storytelling, the book explores Gir’s evolution from a royal hunting ground to a global symbol of conservation success. It doesn’t just showcase nature’s splendour, it reveals the powerful link between protecting biodiversity and nurturing local livelihoods, urging readers to see conservation as a collective inheritance, not a distant cause.

    “At Nayara Energy, we are committed to protecting and preserving India’s natural heritage,” said Nayara Energy chief executive officer Teymur Abasguliyev. “The Gir Inheritance is a tribute to those who have tirelessly worked to protect Gir and its ecosystems, ensuring that future generations inherit this invaluable living legacy. We are honoured to be part of this vital mission.”

    Echoing the sentiment Sanctuary Asia editor Bittu Sahgal remarked, “The Gir Inheritance captures the heritage of Gir, home to the last sanctuary of the endangered Asiatic lion. The ‘Pride of Gujarat’ owes its resurgence to the efforts of scientists, communities, and conservationists. Nayara’s support ensures that this vital legacy continues for generations to come.”

    The collaboration underscores Nayara Energy’s wider sustainability philosophy, one that links business responsibility with biodiversity preservation. It’s not just about powering economies, but also about powering purpose.

    By celebrating Gir’s triumphs and trials, The Gir Inheritance invites readers to reconnect with the wild heart of India reminding us that protecting nature is, ultimately, protecting our own future.

     

  • Hindustan Unilever’s profits flatten as margins take a beating

    Hindustan Unilever’s profits flatten as margins take a beating

    MUMBAI:  Hindustan Unilever limped through the September quarter with anaemic growth and shrinking margins, a performance that underscores the headwinds buffeting India’s consumer-goods bellwether. The maker of Dove soap and Surf detergent eked out a mere two per cent rise in sales whilst profit after tax before exceptional items slipped four per cent.

    Revenue from operations nudged up to Rs 16,034 crore for the quarter ended 30 September 2025, compared with Rs 15,703 crores in the year-ago period. But the real story lay in the margins: EBITDA margin contracted a painful 90 basis points to 23.2 per cent, down from 24.1 per cent last year. The culprit? Surging raw-material costs, which jumped 15 per cent year-on-year to Rs 5,746 crore.

    Profit after tax before exceptional items came in at Rs 2,482 crore, down from Rs 2,594 crore in the September 2024 quarter. But here’s where it gets interesting: exceptional items swung the needle dramatically. A one-off Rs 273-crore windfall from resolving tax disputes between UK and Indian authorities turned what would have been a profit decline into a four per cent gain. Reported PAT stood at Rs 2,694 crore versus Rs 2,595 crore last year.

    The half-year picture proved equally tepid. For the six months ended September, sales rose just four per cent to Rs 32,330 crore from Rs 31,200 crore. EBITDA for the period came in at Rs 7,539 crore with margins at 23.3 per cent. Profit after tax before exceptionals at Rs 4,960 crore marked a five per cent decline from Rs 5,201 crore in the first half of the previous year.

    Segment performance revealed a mixed bag. Home Care, the company’s largest division with Rs 11,441 crore in half-year sales, saw operating profit slip to Rs 2,212 crore from Rs 2,250 crore. Beauty & Wellbeing proved the bright spot, with sales surging 10 per cent to Rs 7,363 crores, though operating profit dipped marginally to Rs 2,060 crore. Personal Care posted a robust four per cent sales growth whilst Foods, contributing Rs 7,885 crore  saw profits decline 10 per cent to Rs 1,281 crore.

    The company’s acquisition spree added fresh complications. Purchase consideration for business combinations totalled Rs 2,661 crore during the half-year, primarily related to the Minimalist skincare brand acquisition completed in April. This aggressive M&A activity, whilst positioning HUL for future growth, weighed on near-term cash flows and contributed Rs 38 crore in acquisition-related costs.

    Managing director and chief executive officer Priya Nair faces a delicate balancing act. The board declared an interim dividend of Rs 19 per share, maintaining shareholder payouts even as profits sputtered. Meanwhile, the proposed demerger of the ice-cream business into Kwality Wall’s (India) Limited awaits regulatory clearances—a restructuring that could reshape HUL’s portfolio but added Rs 51 crore in expenses this quarter.

    Cash generation remained robust despite operational headwinds. Operating cash flows for the half-year stood at Rs 6,267 crores, though down from Rs 6,657 crore last year. The company deployed Rs 5,639 crore in dividend payments whilst splashing Rs 617 crore on capital expenditure.

    Earnings per share for the quarter came in at Rs 11.43, up marginally from Rs 11.03 last year, though this flattered the underlying performance due to exceptional gains. For the half-year, EPS stood at Rs 23.16 versus Rs 22.14, a five per cent increase that masked the compression in core profitability.

    The September quarter’s travails suggest India’s consumption story has lost some fizz. With costs climbing faster than pricing power allows and competition intensifying across categories, HUL’s playbook of premiumisation and market-share gains faces a stern test. The Rs 273-crore tax bonanza provided cosmetic relief this quarter, but the underlying business needs more than accounting alchemy to regain its mojo.

  • AI takes centre stage as Naina Avtr stars in India’s first micro-drama series

    AI takes centre stage as Naina Avtr stars in India’s first micro-drama series

    MUMBAI: When pixels meet passion, Mumbai comes alive after dark. Avtr Meta Labs, a Concept Communication Group initiative and India’s first Digital Human & AI Content Company, has unveiled Truth & Lies, a groundbreaking AI-led micro-drama series starring Naina Avtr, India’s first AI Superstar. Presented by Nature4nature as title sponsor, the 12-episode series combines 3D technology, AI, and cinematic storytelling, marking the first time an AI character headlines a full drama series.

    Set over a single intense night in Mumbai, each episode of Truth & Lies runs just over a minute, tailored for Instagram Reels, making it a perfect fit for Gen Z’s fast-scrolling screens. Despite its micro format, the series packs the emotional punch of a full-length drama, exploring friendship, betrayal, and the blurred lines between truth and lies. Viewers are drawn into an immersive narrative where choices carry weight, and every interaction resonates with emotional depth.

    The production itself is a landmark feat: the entire series was shot by an all-female crew, underscoring inclusivity, empowerment, and the evolving face of digital storytelling.

    Avtr Meta Labs co-founder and CEO Abhishek Razdan explained, “Naina made waves as India’s first AI influencer, captivating audiences with her digital charm. Now, as an actor, she’s entering uncharted territory. Truth & Lies is not just a debut, it’s a creative revolution, showing how AI can mirror human emotion in unexpected ways.”

    Adding context, Concept Communication limited chairman and managing director Vivek Suchanti said, “With this series, we are redefining storytelling. AI, 3D, and traditional filmmaking come together not as competing elements but as collaborators, creating new emotional dimensions. It’s a glimpse into entertainment’s future, where technology amplifies creativity.”

    The show’s producers emphasise that Naina’s narrative is deeply human. Old School Films Production partner Shiven Surendranath said, “At its heart, Naina carries a message of friendship and empathy, showing how connection can overcome misunderstandings. AI, graphics, and traditional cinema blend to craft a story that feels alive, meaningful, and deeply human.”

    Speaking in her debut, Naina Avtr commented, “For years, I’ve lived in your screens. Now I get to live your emotions. Truth & Lies isn’t just my debut, it’s proof that AI can perform, feel, and provoke thought. I’m not here to replace humans; I’m here to reflect them, one emotion at a time.”

    With its innovative format, high production values, and emotionally charged storytelling, Truth & Lies signals a new frontier in digital entertainment. By combining cutting-edge AI, 3D visuals, and immersive narratives, the series sets a benchmark for what micro-dramas can achieve in today’s attention-driven social media ecosystem.

    Currently streaming on Instagram Reels, Truth & Lies invites audiences to experience the intersection of technology and human emotion, proving that even in a world dominated by AI, storytelling remains fundamentally about people, relationships, and the choices that define us.

    From digital screens to human hearts, Naina Avtr is not just an AI, it’s a revolution in the making, one gripping minute at a time.  
     

  • B4U Network hires new revenue chief

    B4U Network hires new revenue chief

    MUMBAI: Hemlata Yederi has moved to B4U Network as chief revenue officer after spending 14 years building the sales operation at rival broadcaster Sri Adhikari Brothers group. The move, effective September, hands her control of revenue strategy and partnership deals across B4U’s entertainment channels.

    Yederi spent over a decade as national head of sales and latterly chief revenue officer at Sri Adhikari Brothers, where she managed advertising revenue for channels including Mastiii, the country’s leading music channel, Hindi film channels Dabangg and Dhamaal, Marathi regional channel Maiboli, and general entertainment channel Dillagi. That she’s now steering B4U’s monetisation efforts marks a significant coup for the network—and an uncomfortable loss for her former employer.

    With three decades in media sales under her belt, Yederi’s career spans stints at NDTV, where she ran advertising sales for the west, and an 11-year run at Mid Day as associate vice president of sales. She cut her teeth in yellow pages sales at Getit Infomediary in the early 1990s, managing field and telesales teams before the digital revolution upended directory advertising.

    At B4U, Yederi now oversees brand monetisation, media sales and cross-platform expansion for the Mumbai-based broadcaster. Her LinkedIn announcement, posted five days ago, came wrapped in the obligatory corporate sentiment about “people and purpose” and “balancing strategy with heart”—the sort of language that sounds earnest but means little.

    What matters is execution. B4U has hired someone who knows how to extract revenue from India’s advertising market and has spent years doing precisely that for a competitor. Whether Yederi can replicate that success in new colours remains the only question worth asking. In media sales, loyalty lasts only as long as the next quarterly target.

  • Priya Malik brings poetic touch to Interio by Godrej’s ‘Moments that matter’

    Priya Malik brings poetic touch to Interio by Godrej’s ‘Moments that matter’

    MUMBAI: Home got poetic this week as Interio by Godrej teamed up with celebrated storyteller Priya Malik to turn furniture into feelings and design into dialogue.

    At the launch of its sprawling new 22,000 square feet, experiential flagship store in Vikhroli, Mumbai, the brand deepened its ‘Moments that matter’ campaign with Malik’s moving spoken-word piece “Ghar, Ghar Jaisa Hota Hai.” True to her evocative style, the poet painted scenes that every homebody knows by heart: that quiet cup of morning coffee, the chatter around a dining table, or the comfort of simply belonging.

    Speaking on the collaboration, Interio by Godrej head of integrated marketing and communications Reshu Saraf said, “Our campaign ‘Moments That Matter’ shifts the conversation from furniture as mere utility to pieces that help nurture genuine connections both with ourselves and with our loved ones. We’re delighted to have Priya Malik take this thought a step further through her poetic narration, which beautifully captures the emotions and everyday moments that make a house truly feel like home…”

    The collaboration, conceptualised by Contract Advertising, extends beyond words, it’s a celebration of spaces that hold life’s small, significant stories. The new store, anchored in Godrej’s century-old design legacy, blends nostalgia and modernity with curated look books, an archive gallery, and even a Mangrove kitchen café inspired by Vikhroli’s lush biodiversity.

    Visitors also got a taste of Indian craftsmanship through collaborations with artisans and design studios including Adigami Studio by Aditi Anuj, BR Pandit, Cane Concept, Heirloom Naga, Makaan by Tahir Sultan, Oorja, Sirohi and Svabhu Kohli. The event also featured a fireside chat with designer David Abraham on Bauhaus’ influence in India and an immersive digital experience by Aaron Myles.

    With plans to open 500 new stores by FY29, Interio by Godrej seems set to shape not just homes, but the moments that make them truly matter.

     

  • Sunrise Spices adds extra flavour to Chhath with music, art, and devotion

    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.