Asansol: ITC’s Sunrise Spices, a beloved name in every Bengali household, marked
the onset of Durga Puja with the grand launch of its innovative
Sunrise Spice Art Campaign. This unique initiative aims to honor womanhood
through captivating art and performances at the Sunrise 66 Pally puja mandap.
The center piece of this
year’s festivities is a stunning spice art installation, featuring a
breathtaking 30-foot-tall mortar and pestle, visually pouring spices from a
Sunrise-branded jar. This striking entrance draws visitors into a world of the
rich heritage of Sunrise spices where it pays tribute to women's strength and
grace. At the heart of the festivities was a special performance featuring two
songs: "Sunrise Durgotinashini," admiring women's inner strength
& valour, and "Sunrise Dashabhuja," reflecting the spirit of
“Ghore Ghore Durga”.
Mr. Piyush Mishra, Business Head of Sunrise Spices, expressed his
enthusiasm for the campaign:"Durga Puja is the most awaited festival in the east and Sunrise
being synonymous with the food and culture of the state, we wanted to depict the strength of womanhood while honouring
the beauty of our cultural heritage. During this festive season, we invite
everyone to experience and honour the creative art portraying the legacy of
Sunrise to support women empowerment. Our goal is to reach every home and
inspire joy through the magic of spices and art.”
Ms. Trina Saha Bhattacharya, a popular Television actress in Bengal
said, “I am
glad to be a part of Sunrise Durga Puja once again, as we gather to honor the
strength and resilience of women through the Sunrise Spice Art Campaign.
Sunrise Spices has always been close to my heart because of their continuous
efforts to inspire women to excel in every aspect of life. During these
festivities, the brand endeavours to embrace our cultural heritage which makes it
truly special. It’s a privilege to join hands with a brand that values
empowerment and creativity in such a meaningful way."
The Sunrise Spice Art
Campaign also invites community participation through workshops across Bengal,
encouraging individuals to create their own spice artworks. A highlight of the
campaign was a stunning sculpture of a Bengali village woman made using Sunrise
spices, crafted by National Award-winning sculptor Pritam Maity. This sculpture
stood as a powerful tribute to the stories and strength of women in Bengal.
The launch
event was further elevated by a spectacular flashmob performance by 400
dancers, adding an extra layer of magic to the cherished event. As the melodies filled the air, their graceful and synchronised dance
moves seamlessly intertwined with the festivity made an impact in the heart and
soul of every individual present during the event.
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