Objective:

ITC Sunrise wanted to connect with the youth in Northeast India by making their spices part of daily student life. The idea was to inspire home-style cooking among a younger audience, while building familiarity and preference for the brand.

What We Did

We organized a cooking contest across colleges in Northeast India. Spice kits were distributed on campus, and students were invited to cook simple home-style dishes using Sunrise spices. Classrooms and common areas were turned into makeshift kitchens, where students competed in teams or solo to impress a panel of judges. The focus was not on perfection but on effort, taste, and creativity. The contest was hosted with support from college authorities and student volunteers, and prizes were awarded on the spot. We also captured behind-the-scenes footage and participant testimonials for post-event amplification.

Why It Mattered

By bringing the campaign directly to students and giving them something to cook with, we created a memory and not just a marketing moment. It gave Sunrise a positive identity among young people who are often overlooked in traditional spice marketing. The in-person format made the engagement more emotional, real, and lasting.

Impact:

• Over thirty college campuses activated
• Strong offline participation and word of mouth
• Improved familiarity and trial among first-time users
• Created positive buzz and local relevance for Sunrise
• UGC and videos captured on-ground helped extend campaign life online

Outcome:

The contest added flavor to college life and gave Sunrise a unique identity among students. It was not just a promotional event, it became a shared story for hundreds of young cooks who now think of Sunrise every time they step into the kitchen.