ITC Sunrise Spices launches food and travel series ‘Sunrise Bhojonbilashi’ on Hoichoi

New Delhi: ITC Sunrise Spices has announced its association with the regional OTT platform, Hoichoi, to launch a food and travel series ‘Sunrise Bhojonbilashi’.

Sunrise Bhojonbilashi will take its viewers on a culinary journey through five districts of West Bengal—Bolpur, Purulia, Murshidabad, Bankura, and Kolkata. Hosted by RJ Somak, the series will bring local food experiences to life. The celebrity guests on the show and the mobile food truck 'Kumropotash', will add an extra element to the series. 

The five branded episodes are 18–20 minutes in duration, each. These episodes will be live on October 23 and will stream on the Hoichoi platform. 

The brand hosted the Bhojonbilashi Food Carnival on October 19 and 20 at City Centre II, Kolkata, in the presence of Tollywood celebrities and popular singer Ankita Bhattacharya, who performed at the launch event of its 5-episode series ‘Sunrise Bhojonbilaashi’. 

ITC also launched a Cookbook, inspired by the show’s recipes, enabling food lovers to recreate authentic Bengali dishes from different districts at home. 

Piyush Mishra, Business Head, Sunrise Spices, said, “We are excited to launch 'Sunrise Bhojonbilashi,' a show that celebrates the rich culinary and cultural heritage of West Bengal. This series reflects Sunrise Spices' commitment to bringing authentic regional flavours to the forefront, resulting in a deeper connection with our consumers. Through this journey of food, we aim to showcase the diversity of Bengal's cuisine while emphasizing our objective to provide quality and authenticity in every spice we offer. 'Sunrise Bhojonbilashi' promises to be a captivating blend of flavours, culture, and discovery, celebrating the true essence of Bengal.”

"We are excited to partner with Sunrise Spices to showcase the vibrant culinary to our viewers in West Bengal. This first-ever nonfiction series is a perfect blend of highlighting the flavours of Bengali cuisine and providing entertainment. We believe that this collaboration is a great example of how brands can come together to create innovative and engaging content for their consumers," said Soumya Mukherjee, COO, Hoichoi.