Kolkata: ITC Sunrise Spices has officially launched its much-anticipated food and travel series, ‘Sunrise Bhojonbilashi,’ in collaboration with the popular regional OTT platform, Hoichoi. The announcement was made during the Bhojonbilashi Food Carnival, held on October 19-20 at City Centre II, Kolkata, where popular Tollywood celebrities graced the event, along with a captivating performance by singer Ankita Bhattacharya.
The event celebrated the rich culinary heritage of Bengal, featuring a lively atmosphere filled with food, music, and local crafts. Attendees enjoyed a variety of delicacies from across different regions of Bengal and explored handicraft stalls showcasing the talent of local artisans. The carnival also included fun games and exciting prizes, enhancing the festive experience.
‘Sunrise Bhojonbilashi’ will take viewers on an exciting culinary journey through five districts of West Bengal—Bolpur, Purulia, Murshidabad, Bankura, and Kolkata. Hosted by the charismatic RJ Somak, the series aims to bring local food experiences to life, with celebrity guests and a quirky mobile food truck named ‘Kumropotash’ adding to the show’s charm.
Commenting on the launch, Piyush Mishra, Business Head of Sunrise Spices, stated, “We are thrilled to introduce ‘Sunrise Bhojonbilashi,’ a show that celebrates the diverse culinary and cultural heritage of West Bengal. This series reflects our commitment to showcasing authentic regional flavors and forging a deeper connection with our consumers. Through this food journey, we aim to highlight the richness of Bengal’s cuisine while emphasizing our dedication to quality and authenticity in every spice we offer. ‘Sunrise Bhojonbilashi’ promises to be a captivating blend of flavors, culture, and discovery, celebrating the true essence of Bengal.”
Soumya Mukherjee, COO of Hoichoi, expressed excitement about the collaboration, stating, “Partnering with Sunrise Spices allows us to showcase the vibrant culinary landscape of West Bengal to our viewers. This first-ever non-fiction series beautifully blends the flavors of Bengali cuisine with entertainment, exemplifying how brands can come together to create innovative and engaging content for their consumers.”
The five branded episodes, each lasting 18 to 20 minutes, will be available for streaming exclusively on the Hoichoi platform starting today, October 23. With ‘Sunrise Bhojonbilashi,’ ITC Sunrise Spices aims to deliver not just a food show, but a holistic experience that resonates with audiences.
