ITC Sunrise Spices revives Chhath’s Folklore Stories with ‘Urja Ka Vardaan’ 2.0

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 at the forefront, helping younger audiences rediscover the timeless meaning of Chhath Puja.

Extending its legacy this year, the theme of Sunrise ‘Urja Ka Vardaan’ takes devotees back to the very origins of Chhath Puja, sharing the revered stories of devotion, resilience, and divine faith that have been passed down through generations. To bring these stories to life, ITC Sunrise Spices has unveiled two new creative expressions under the campaign — 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 expressions draw from the same sacred narrative, depicting how Chhath began — 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-art 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 multiple ghats in Bihar and Jharkhand and and will also be shared via Swiggy Instamart, allowing devotees to experience these timeless stories.

Mr. 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”.

Speaking about the video, renowned singer Maithli 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 connection 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 Indian Meteorological Department data), ritual guides, recipes, devotional songs, and insights on the festival’s cultural significance. This year, brand has introduced more content, including Maithili Thakur’s video song and Chhath stories, ensuring that Sunrise continues to blend tradition with technology – enriching every devotee’s Chhath experience across Bihar, Jharkhand and entire India.