ITC Ltd.’s Sunrise Spices has launched the second edition of its cultural initiative, ‘Urja Ka Vardaan’, paying tribute to the devotion and energy that define Chhath Puja, one of Eastern India’s most revered festivals. As informed by the brand, the campaign continues its effort to preserve and share the cultural legacy of Bihar and Jharkhand through creative storytelling and art.
Building on the response to last year’s campaign, this year’s edition delves into the origins of Chhath Puja, retelling stories of devotion and faith passed down over generations. To bring these tales to life, Sunrise Spices has unveiled two new creative pieces — 'Chhath Ki Mahima', a devotional song by Maithili Thakur, and an illustrated storybook titled 'Urja Ka Vardaan – Chhath Ki Kahaniyaan', designed in traditional Madhubani and Tikuli folk-art styles.
Watch the campaign here:
According to the brand, both the song and the storybook draw from revered Chhath legends, including Sita’s first Chhath vrat, King Priyavrata and Queen Malini’s prayers, and Karna’s worship of Surya Dev. The artistic interpretations aim to celebrate the spiritual link between the Sun’s radiance and a mother’s devotion, the essence of 'Urja Ka Vardaan'.
Piyush Mishra, Business Head, Sunrise Spices, said, “Sunrise has always believed that culture is the truest flavour of a region. Beyond enriching meals, the brand has consistently celebrated the traditions, festivals, and artistry that define the soul of the region. Over the years, Sunrise campaigns have honoured local heritage while celebrating the regional artists who give these celebrations their true spirit. With this year’s initiative, Sunrise continues that journey through traditional music and the folk arts that beautifully reflect the spirit of Chhath. By sharing these sacred stories of Chhath, we aim to keep these sacred narratives alive in the hearts of the people and inspire younger generations to stay connected to their cultural roots.”
Renowned singer Maithili Thakur added, “Chhath Puja is not just a festival — it’s an emotion that lives in every home across the natives of Bihar and Jharkhand. Through this song, we wanted to honour the emotion, faith, discipline, and inner strength that every devotee carries. Sunrise’s effort to tell the stories of Chhathi Maiya and Surya Dev through illustration and music is truly special. I feel blessed to lend my voice to a project that preserves our tradition while bringing it alive for a new generation.”
As mentioned by ITC Sunrise, the ‘Urja Ka Vardaan – Chhath Ki Kahaniyaan’ storybook will be distributed at ghats across Bihar and Jharkhand and will also be accessible through Swiggy Instamart, expanding its cultural reach.
The campaign also revives the ‘Chhath Companion’ WhatsApp Bot, which offers devotees sunrise-sunset timings (powered by IMD data), ritual guides, recipes, devotional music, and festival insights. The brand shared that the bot now includes new features such as Thakur’s video and the illustrated stories, blending tradition with technology to enrich the Chhath experience across India.
