{"id":7613,"date":"2025-07-08T09:29:26","date_gmt":"2025-07-08T09:29:26","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=7613"},"modified":"2025-07-08T09:29:28","modified_gmt":"2025-07-08T09:29:28","slug":"regional-storytelling-itc-sunrise-swaad-bihar-ka","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/","title":{"rendered":"Regional Storytelling in FMCG: ITC Sunrise \u201cSwaad Bihar Ka\u201d Case Study"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#Regional_Storytelling_That_Revived_Bihars_Culinary_Pride\" >Regional Storytelling That Revived Bihar\u2019s Culinary Pride<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#What_was_the_%E2%80%9CSwaad_Bihar_Ka%E2%80%9D_campaign_about\" >What was the \u201cSwaad Bihar Ka\u201d campaign about?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#Why_was_regional_storytelling_critical_for_Sunrise_Spices\" >Why was regional storytelling critical for Sunrise Spices?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#What_PR_challenges_did_the_campaign_address\" >What PR challenges did the campaign address?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#How_did_Sunrise_Spices_develop_its_strategy\" >How did Sunrise Spices develop its strategy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#What_message_shaped_the_campaign_narrative\" >What message shaped the campaign narrative?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#How_was_the_campaign_executed\" >How was the campaign executed?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#What_results_did_regional_storytelling_deliver\" >What results did regional storytelling deliver?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#Why_does_this_campaign_stand_out_for_PR_professionals\" >Why does this campaign stand out for PR professionals?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/scoreindia.org\/blog\/regional-storytelling-itc-sunrise-swaad-bihar-ka\/#Want_to_design_campaigns_that_inspire_cultural_pride\" >Want to design campaigns that inspire cultural pride?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What was the \u201cSwaad Bihar Ka\u201d campaign about?<\/li>\n\n\n\n<li>Why was regional storytelling critical for Sunrise Spices?<\/li>\n\n\n\n<li>What PR challenges did the campaign address?<\/li>\n\n\n\n<li>How did Sunrise Spices develop its strategy?<\/li>\n\n\n\n<li>What message shaped the campaign narrative?<\/li>\n\n\n\n<li>How was the campaign executed?<\/li>\n\n\n\n<li>What results did regional storytelling deliver?<\/li>\n\n\n\n<li>Why does this campaign stand out for PR professionals?<\/li>\n<\/ol>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Regional_Storytelling_That_Revived_Bihars_Culinary_Pride\"><\/span>Regional Storytelling That Revived Bihar\u2019s Culinary Pride<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>When ITC\u2019s Sunrise Spices launched \u201cSwaad Bihar Ka\u201d in 2024, it wasn\u2019t just another FMCG marketing push. The campaign stood out because it leveraged <strong>regional storytelling<\/strong> to bring alive Bihar\u2019s 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.<\/p>\n\n\n\n<p>The success of \u201cSwaad Bihar Ka\u201d reinforced how <strong>regional storytelling<\/strong> can shape a brand\u2019s identity and strengthen emotional ties with consumers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_was_the_%E2%80%9CSwaad_Bihar_Ka%E2%80%9D_campaign_about\"><\/span>What was the \u201cSwaad Bihar Ka\u201d campaign about?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In 2024, Sunrise Spices, an ITC division, launched \u201cSwaad Bihar Ka\u201d as a <strong>regional storytelling<\/strong> initiative. It aimed to showcase Bihar\u2019s food culture while positioning Sunrise as a custodian of authentic flavours.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Moreover, the campaign evolved into a movement, sparking conversations about Bihar\u2019s food culture across India and abroad.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_was_regional_storytelling_critical_for_Sunrise_Spices\"><\/span>Why was regional storytelling critical for Sunrise Spices?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Regional storytelling<\/strong> helped the brand address the underrepresentation of Bihari cuisine in mainstream media. It connected Sunrise\u2019s spice blends to family traditions and cultural pride.<\/p>\n\n\n\n<p>According to food marketing experts, this approach was essential to appeal to both loyal older consumers and trend-sensitive youth.<\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/reputationtoday.in\/how-writing-is-critical-to-communication-but-thanks-to-ai-everyones-a-writer\/\">How Writing Is Critical to Communication-But Thanks to AI, Everyone\u2019s a Writer!<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_PR_challenges_did_the_campaign_address\"><\/span>What PR challenges did the campaign address?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Several communication hurdles shaped the campaign\u2019s strategy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Regional Disconnect<\/strong>: Younger audiences were switching to modern fusion brands. Sunrise had to make tradition relevant again.<\/li>\n\n\n\n<li><strong>Cultural Visibility<\/strong>: Bihar\u2019s food was rarely celebrated nationally, unlike cuisines from Punjab or Kerala.<\/li>\n\n\n\n<li><strong>Digital Engagement<\/strong>: Older audiences were offline, while younger ones needed content that felt authentic and shareable.<\/li>\n<\/ul>\n\n\n\n<p>Therefore, Sunrise designed a multi-layered approach to bridge nostalgia with contemporary relevance.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_did_Sunrise_Spices_develop_its_strategy\"><\/span>How did Sunrise Spices develop its strategy?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The campaign strategy focused on <strong>regional storytelling<\/strong> as its core pillar.<\/p>\n\n\n\n<p>Key components included:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cultural Nostalgia<\/strong>: Highlighted recipes passed down generations, building emotional resonance.<\/li>\n\n\n\n<li><strong>Local Voices<\/strong>: Collaborated with regional chefs and food influencers for credibility.<\/li>\n\n\n\n<li><strong>Snackable Content<\/strong>: Created Instagram reels, recipe shorts, and challenges for a mobile-first audience.<\/li>\n\n\n\n<li><strong>Offline Activations<\/strong>: Added cooking workshops and heritage food trails in cities like Patna and Muzaffarpur.<\/li>\n<\/ul>\n\n\n\n<p>This mix of digital and ground-level engagement ensured the brand was visible across platforms.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_message_shaped_the_campaign_narrative\"><\/span>What message shaped the campaign narrative?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The central message was simple yet powerful:<br>\u201cEvery Sunrise spice carries the authentic taste of Bihar\u2019s kitchens.\u201d<\/p>\n\n\n\n<p>Through this, the brand reinforced its identity as a preserver of culture rather than just a spice manufacturer.<\/p>\n\n\n\n<p>The positioning appealed to home cooks, food lovers, and even diaspora audiences wanting to reconnect with their roots.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_was_the_campaign_executed\"><\/span>How was the campaign executed?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The campaign unfolded in phases:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Teaser Phase (Feb 2024)<\/strong>: Instagram and YouTube posts highlighted Bihar\u2019s iconic dishes.<\/li>\n\n\n\n<li><strong>Main Launch (March 2024)<\/strong>: Released the anthem video and chef-led recipes.<\/li>\n\n\n\n<li><strong>Sustenance (March\u2013June 2024)<\/strong>: Engaged audiences through influencer takeovers and heritage food trails.<\/li>\n\n\n\n<li><strong>On-ground (July onwards)<\/strong>: Held cooking workshops and launched limited-edition spice packs.<\/li>\n<\/ul>\n\n\n\n<p>The use of <strong>regional storytelling<\/strong> was consistent across all touchpoints.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_results_did_regional_storytelling_deliver\"><\/span>What results did regional storytelling deliver?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The campaign achieved impressive results:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The anthem video garnered 25 million views.<\/li>\n\n\n\n<li>The hashtag #SwaadBiharKa generated 1.2 lakh posts within two months.<\/li>\n\n\n\n<li>Sunrise saw an 18% sales growth in Bihar during Q2 2024.<\/li>\n\n\n\n<li>Brand recall among urban millennials rose by 40%.<\/li>\n<\/ul>\n\n\n\n<p>Industry recognition included a Gold win at PRmoment India Awards 2024 for Best Digital Storytelling.<\/p>\n\n\n\n<p>Marketing consultant Anita Nayyar called it \u201ca masterclass in blending culture, commerce, and community impact.\u201d<\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/scoreindia.org\/blog\/destination-branding-kerala-tourism-2024\/\">Destination Branding: Kerala Tourism \u201cGod\u2019s Own Country 2.0\u201d (2024)<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_does_this_campaign_stand_out_for_PR_professionals\"><\/span>Why does this campaign stand out for PR professionals?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u201cSwaad Bihar Ka\u201d is now studied as a blueprint for FMCG brands aiming to modernise tradition without losing its essence.<\/p>\n\n\n\n<p>It demonstrated how <strong>regional storytelling<\/strong> could:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Celebrate local cultures authentically.<\/li>\n\n\n\n<li>Engage both offline and digital-first consumers.<\/li>\n\n\n\n<li>Drive sales while building long-term goodwill.<\/li>\n<\/ul>\n\n\n\n<p>For PR students and professionals, the campaign highlights why hyperlocal narratives often have global resonance.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Want_to_design_campaigns_that_inspire_cultural_pride\"><\/span>Want to design campaigns that inspire cultural pride?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Are you eager to create PR strategies that blend tradition and innovation? Explore the PGDM in Public Relations and Corporate Communications at the School of Communication &amp; Reputation (SCoRe).<\/p>\n\n\n\n<p>Learn to craft campaigns that tell stories and deliver measurable results. Visit us today&nbsp;<a href=\"https:\/\/www.scoreindia.org\/\">https:\/\/www.scoreindia.org\/<\/a>&nbsp;or give a call at +91 98115 72673 to know about the course in Public Relations.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":7614,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Regional Storytelling in FMCG: ITC Sunrise \u201cSwaad Bihar Ka\u201d C...<\/title>\n<meta name=\"description\" content=\"Learn how ITC Sunrise used regional storytelling in \u201cSwaad Bihar Ka\u201d to 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