In continuation of the ‘Swaad Bihar ka’ campaign, ITC's Sunrise Spices announced collaboration with 14 spoken-word artists from Bihar. As part of the initiative, ITC Sunrise Spices aims to celebrate the region's literary legacy with a series of 14 videos that delve into Bihari literature.
Artists like Swastika Rajput and Anshuman Singh express their emotional ties through spoken-word poetry, while Priyesh Sinha uses humour to debunk stereotypes on regionalism. Sahil Kumar, through his poetry, attributes his artistic journey to the cultural roots of Bihar.
Speaking about this initiative, Piyush Mishra, Business Head, Sunrise Spices, said, "Bihar is known for its rich culture and heritage, and as a brand, we are identifying ways to create a deeper connect with the region. 'Swaad Bihar Ka', is a tribute to the essence of Bihar, a journey that resonates with each Bihari's soul. Our latest collaboration with talented spoken-word artists celebrates Bihar's rich heritage and provides a platform to local artists to show their skills and share their heartfelt connections with the land they call home."
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