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.
