Objective:
ITC Sunrise aimed to boost product adoption and brand affinity among young consumers in Northeast India. The goal was to move beyond traditional homemaker audiences and position Sunrise spices as a staple for everyday, home-style cooking among the student generation, all while keeping the campaign fun, participatory, and culturally rooted.
Our Solutions:
We launched a campus-led, gamified recipe challenge that mixed cooking, content creation, and peer influence.
✅ Student Ambassador Network
- Onboarded 60+ student ambassadors across 30+ colleges
- Provided branded Sunrise spice kits for sampling and distribution
- Enabled peer-led promotion and recipe demos in hostels and college canteens
✅ WhatsApp-Based Recipe Challenge
- Participants submitted short cooking videos via WhatsApp showcasing creative recipes using Sunrise spices
- The challenge was gamified with rewards for creativity, presentation, and storytelling
- Winning entries were featured on ITC Sunrise’s digital channels
✅ Cultural Relevance & Local Flavor
- Encouraged local dishes and traditional spice use in submissions
- Maintained campaign instructions in English + local languages for wider adoption
- Included a “Home-cooked with Heart” sub-theme to make it emotionally resonant
Impact:
| Metric | Result |
|---|---|
| Students Reached | 25,000+ |
| UGC Videos Submitted | 800+ Cooking Videos |
| Colleges Activated | 30+ Across Assam, Meghalaya, Nagaland |
| WhatsApp Participation | 100+ Groups Enabled |
| Brand Recall (Youth Segment) | Major Uplift Observed in Surveys |
Outcome:
The campaign successfully transformed ITC Sunrise’s perception among college-goers from a traditional spice brand to a vibrant, youth-friendly choice. By merging cooking with competition and peer engagement, we unlocked a new segment of loyal, young users who now associate Sunrise with fun, flavorful, and familiar meals they can make on their own.