Mumbai: Building on its commitment to celebrate the rich cultural traditions of Eastern India, ITC Ltd.’s Sunrise Spices, one of the region’s leading spice brands, continues its iconic campaign ‘Urja Ka Vardaan’ — a tribute to the faith, devotion, and energy (urja) that define Chhath Puja.
Launched last year, Urja Ka Vardaan forms a vital part of ITC Sunrise Spices’ mission to connect deeply with the people of Bihar and Jharkhand by celebrating the region’s cultural heritage and artistry. The campaign was envisioned to bring traditional rituals to the forefront, helping younger audiences rediscover the timeless meaning of Chhath Puja.
Extending its legacy this year, Urja Ka Vardaan 2.0 takes devotees back to the origins of Chhath Puja, sharing revered stories of devotion, resilience, and divine faith passed down through generations. To bring these stories to life, ITC Sunrise Spices has unveiled two creative expressions — a devotional composition “Chhath Ki Mahima”, sung by Bihar’s own Maithili Thakur, and an illustrated storybook “Urja Ka Vardaan – Chhath Ki Kahaniyaan”, brought alive through traditional folk-art styles.
Both pieces draw from the same sacred narrative — from Sita’s first Chhath vrat and King Priyavrata and Queen Malini’s prayer for a child, to the Pandavas’ devotion and Karna’s worship of Surya Dev. While Maithili Thakur’s soulful rendition reimagines these tales through melody and emotion, the illustrated storybook visually captures their essence through vibrant folk styles such as Madhubani and Tikuli, reflecting the region’s colours, culture, and pride. Together, they celebrate the divine connection between the Sun’s radiance and a mother’s devotion — the true ‘Urja Ka Vardaan’.
As part of the campaign, the storybook will be distributed across ghats in Bihar and Jharkhand, and made available on Swiggy Instamart, allowing devotees to experience these timeless stories in both physical and digital formats.
Piyush Mishra, Business Head, Sunrise Spices, added, “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 shared, “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.”
Further strengthening its bond with devotees, Sunrise Spices has also brought back the popular ‘Chhath Companion’ WhatsApp Bot, launched last year to make Chhath information easily accessible. The bot provides accurate sunrise and sunset timings (powered by IMD data), ritual guides, recipes, devotional songs, and insights into the festival’s cultural significance.
This year, the brand has enhanced the experience with fresh content, including Maithili Thakur’s song and the newly illustrated stories, ensuring Sunrise continues to blend tradition with technology — enriching every devotee’s Chhath experience across Bihar, Jharkhand, and beyond.
