ITC Sunrise Spices Celebrates Chhath with 'Urja Ka Vardaan 2.0'

As Chhath Puja nears, ITC’s Sunrise Spices has launched the second edition of its heartwarming campaign, Urja Ka Vardaan 2.0. 

This year, the brand is keeping the festival’s ancient stories alive for families in Bihar and Jharkhand, blending tradition with modern touches.

The campaign focuses on the deep faith and strength that define Chhath. It features a beautiful devotional song, "Chhath Ki Mahima," sung by popular Bhojpuri singer Maithili Thakur.

The song tells well-known Chhath stories—like Sita’s first vrat, King Priyavrata’s prayers for a child, the Pandavas’ devotion after exile, and Karna honoring the Sun God. A touching music video brings these tales to life with emotion and melody.

Alongside the song, Sunrise Spices has released an illustrated storybook called Urja Ka Vardaan – Chhath Ki Kahaniyaan.

• ITC Sunrise Spices Launches 'Urja Ka Vardaan 2.0' Celebrating Chhath Folklore
• Maithili Thakur Sings Devotional Song for ITC Sunrise Spices’ Chhath Campaign
• Sunrise Spices Brings Chhath Stories to Life with Song, Storybook, and WhatsApp Bot

Designed in the traditional Madhubani and Tikuli art styles, the book shares the same stories in a colorful, easy-to-read format. It’s perfect for parents and grandparents to share with children at home or by the riverbank during the festival.

To make Chhath easier to celebrate, the brand has upgraded its Chhath Companion WhatsApp bot. It now provides accurate sunrise and sunset timings (using official weather data), step-by-step puja guides, authentic recipes, devotional songs, and Maithili Thakur’s new video.

Piyush Mishra, Head of Sunrise Spices, said, "Sunrise has always believed that culture is the truest flavour of a region. With this year’s initiative, through traditional music and folk arts, we aim to keep these sacred narratives alive and inspire younger generations to stay connected to their cultural roots."

Maithili Thakur added, "Chhath Puja is an emotion that lives in every home across Bihar and Jharkhand. I feel blessed to lend my voice to a project that preserves our tradition while bringing it alive for a new generation."

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Thanks to a partnership with Swiggy Instamart, the storybook will be distributed at Chhath ghats in Bihar and Jharkhand, and shared digitally too. With Urja Ka Vardaan 2.0, Sunrise Spices is doing more than selling spices—it’s helping families celebrate faith, family, and heritage during one of India’s most sacred festivals.