Mumbai: As Rongali Bihu ushers in the season of harvest and joy, ITC’s Sunrise Spices is adding a fresh and innovative flavour to the celebrations. This year, Sunrise is honouring the rich cultural heritage of Assam with a first-of-its-kind AI-powered Bihu image-generating filter, offering a unique, tech-driven way to celebrate the festival.
In a move that fuses tradition with technology, the AI-powered filter allows users to transform selfies into vibrant Bihu-themed portraits — complete with traditional Assamese attire and festive design elements. It’s a celebration of identity, nostalgia, and regional pride brought alive through modern tools.
With this digital activation, Sunrise Spices aims to unite people across geographies — from metro cities to small towns — enabling everyone with a smartphone to become part of the festive joy. Consumers can simply scan a QR code or click a link to access the AI filter and instantly create and share their personalized Bihu portraits.
The initiative reflects Sunrise’s ongoing commitment to celebrating Indian traditions while embracing innovation. As the festival lights up homes and hearts, Sunrise invites everyone to join the celebration and spread the joy of Bihu far and wide.
Link to create the image – https://sunrisebihumemory.in/
