ITC Ltd.’s Sunrise Pure, one of the fastest growing spices brands in Assam, has collaborated with the Assam Tourism Board for a one-of-its-kind travel vlog that will celebrate the state’s culturally rich districts, their history and cuisine. Through the episodes, the famous and well-loved Assamese actress, Amrita Gogoi,will travel through the state to introduce the viewers to the State’s ethnic food. During the launching ceremony Shri Dilip Das (Vice Chairman, ATDC), Shri. Partha Pratim Das (Consultant ATDC), Shri Niren Chandra Deka (Sr. Manager, ATDC), Shri. Manoj Shome [Cluster Head (East RED FM], Actress Smt. Amrita Gogoi, RED FM RJ Pahi along with other dignitaries graced the occasion. With the aim of attracting tourists and holidaymakers to experience Assam and the food, culture, and unique traditions, the ‘Wonder Assam’ campaign will showcase Assam’s gems and tourist attractions, which include river islands, wildlife sanctuaries and tea gardens, among others. As a part of this unique initiative, Ms. Gogoi will bring her home state of Assam to life through videos as she showcases the beauty and special attractions of its nine regions focused on their history and cultural nuances.
The attractions featured included Dibru Saikhowa National Park, Majuli –the world’s largest river island, Sibsagar– featuring the iconic Shiva Dol and Sibsagar Lake, Pobitora Wildlife Sanctuary, Chandubi Lake, Nameri National Park and the famous, Dibrugarh Tea Garden. The first episode of this vlog will be aired on 18th March. Each episode will be aired on every Saturday after 18thMarch. This will be aired on Sunrise Pure’s YouTube channel.Speaking about the association, Shri. Dilip Das (Vice Chairman, ATDC) said “We are delighted for ITC Sunrise Spices to be associated with the Wonder Assam campaign. The collaboration has brought the opportunity to showcase the deep-rooted culture and traditions that are Assam’s hidden gems. Sunrise has been an integral part of the culinary traditions and we could not think of a better partner to associate with to talk about the beautiful state of Assam. With this partnership, we hope to bring light to the state’s unique and undiscovered attractions.”Speaking about this initiative, Piyush Mishra, Business Head, Sunrise, ITC Ltd, said “Sunrise has been a proud part of Assam for many years, deeply entrenched in the diverse food culture with marque products such as Sunrise Shahi Garam, Sunrise Mustard powder, Sunrise Haah Salkumura and culture of the people.
Assam is home to us, and we are more than delighted to celebrate the state, its heritage, natural beauty and rich culinary tradition. We hope this special association to showcase the beauty of Assam brings smiles to Asomiya Households.Sunrise Pure is the fastest growing spices brand in Assam and has enhanced the taste of Assamese meals with more than 50 superior quality spice products including its latest offering of Haah Salkumura duck curry masala.The brand, with a robust lineup of spices tailor-made for Assam,now aims to enlighten the viewers about Assam’s rich culture and be a part of the state’s celebratory moments.
