In continuation of the ‘Swaad Bihar ka’ campaign, ITC’s Sunrise Spices has announced collaboration with 14 spoken-word artists from Bihar.
As part of the initiative, ITC Sunrise Spices will celebrate the region’s literary legacy with a series of 14 videos that would bring out the treasure of Bihari literature.
Talking about this initiative, Piyush Mishra, business head, Sunrise Spices, said, “Bihar is known for its culture and heritage, and as a brand, we are identifying ways to create a deeper connection with the region. ‘Swaad Bihar Ka’, is a tribute to the essence of Bihar, a journey that resonates with each Bihari’s soul. Our latest collaboration with spoken-word artists celebrates Bihar’s heritage and provides a platform to local artists to show their skills and share their heartfelt connections with the land they call home.”
Artists including Swastika Rajput and Anshuman Singh express their emotional ties through spoken-word poetry, while Priyesh Sinha brings humour to debunk stereotypes on regionalism.
Sahil Kumar, through his poetry, attributes his artistic journey to the cultural roots of Bihar. Together, these videos exemplify how the ‘Swaad Bihar Ka’ campaign has provided a platform for the artists to share their personal connections.
Moreover, four of the videos are live on Sunrise Spices social media pages including YouTube, Facebook and Instagram.