When ITC’s Sunrise Spices launched “Swaad Bihar Ka” in 2024, it wasn’t just another FMCG marketing push. The campaign stood out because it leveraged regional storytelling to bring alive Bihar’s rich culinary heritage. By collaborating with local chefs, food bloggers, and home cooks, Sunrise reintroduced traditional dishes such as litti chokha and thekua to younger audiences.
The success of “Swaad Bihar Ka” reinforced how regional storytelling can shape a brand’s identity and strengthen emotional ties with consumers.
In 2024, Sunrise Spices, an ITC division, launched “Swaad Bihar Ka” as a regional storytelling initiative. It aimed to showcase Bihar’s food culture while positioning Sunrise as a custodian of authentic flavours.
By producing recipe videos, an anthem in Bhojpuri, and influencer-led content, the brand highlighted iconic dishes. It was designed to evoke nostalgia and engage young, mobile-first consumers.
Moreover, the campaign evolved into a movement, sparking conversations about Bihar’s food culture across India and abroad.
Although Sunrise was already popular in Eastern India, competitors such as MDH and Everest had strongholds in Bihar. Hence, the brand needed to build stronger emotional connections.
Regional storytelling helped the brand address the underrepresentation of Bihari cuisine in mainstream media. It connected Sunrise’s spice blends to family traditions and cultural pride.
According to food marketing experts, this approach was essential to appeal to both loyal older consumers and trend-sensitive youth.
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Several communication hurdles shaped the campaign’s strategy:
Therefore, Sunrise designed a multi-layered approach to bridge nostalgia with contemporary relevance.
The campaign strategy focused on regional storytelling as its core pillar.
Key components included:
This mix of digital and ground-level engagement ensured the brand was visible across platforms.
The central message was simple yet powerful:
“Every Sunrise spice carries the authentic taste of Bihar’s kitchens.”
Through this, the brand reinforced its identity as a preserver of culture rather than just a spice manufacturer.
The positioning appealed to home cooks, food lovers, and even diaspora audiences wanting to reconnect with their roots.
The campaign unfolded in phases:
The use of regional storytelling was consistent across all touchpoints.
The campaign achieved impressive results:
Industry recognition included a Gold win at PRmoment India Awards 2024 for Best Digital Storytelling.
Marketing consultant Anita Nayyar called it “a masterclass in blending culture, commerce, and community impact.”
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“Swaad Bihar Ka” is now studied as a blueprint for FMCG brands aiming to modernise tradition without losing its essence.
It demonstrated how regional storytelling could:
For PR students and professionals, the campaign highlights why hyperlocal narratives often have global resonance.
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