ITC Sunrise Spices celebrates Chhath’s sacred legacy with ‘Urja Ka Vardaan’ 2.0The campaign revives timeless Chhath stories through Maithili Thakur’s soulful composition and a beautifully illustrated folk-art storybook.
ITC Ltd.’s Sunrise Spices has launched the second edition of its celebrated Chhath campaign, ‘Urja Ka Vardaan’, honouring the faith, devotion, and spiritual energy that define the festival. Building on last year’s success, Urja Ka Vardaan 2.0 takes devotees on a journey through the sacred origins and enduring tales of Chhath Puja, deeply rooted in the cultural heritage of Bihar and Jharkhand.
This year’s campaign brings alive the festival’s essence through two creative expressions – a soulful devotional song, “Chhath Ki Mahima”, sung by Maithili Thakur, and an illustrated storybook, “Urja Ka Vardaan – Chhath Ki Kahaniyaan”, inspired by traditional Madhubani and Tikuli folk-art styles. These narratives depict revered legends such as Sita’s first Chhath vrat, King Priyavrata and Queen Malini’s prayer, and Karna’s devotion to Surya Dev, symbolising resilience, purity, and divine grace.
The storybook will be distributed across Bihar and Jharkhand ghats and made available digitally via Swiggy Instamart, allowing devotees to engage with these stories in both print and online formats.
Piyush Mishra, Business Head, Sunrise Spices, said, “Sunrise has always believed that culture is the truest flavour of a region. Through music and folk art, we aim to preserve Chhath’s sacred stories and inspire younger generations to stay connected to their roots.”
Adding to the celebration, Sunrise has reintroduced its ‘Chhath Companion’ WhatsApp Bot, offering devotees sunrise and sunset timings, rituals, recipes, and devotional songs – blending tradition with technology to enrich the Chhath experience.
