About ITC Sunrise
ITC Sunrise makes spice blends rooted in regional cooking. In Assam, Meghalaya and Nagaland, the brand wanted young people to cook with Sunrise and share it, through a campus programme with local flavour.
Why it matters: Spice blends sell when people cook with them, so getting students to cook regional recipes built real trial.
The challenge
ITC Sunrise wanted to reach students in a way that feels real, not like another ad. Young audiences ignore most advertising, so the brand needed to show up inside campus life.
How we delivered campus promotion for ITC Sunrise
We used our campus network to plan activations school by school and college by college, with permissions, timings and trained promoters arranged in advance. Student ambassadors helped make the brand part of fests, hostels and classrooms.
Every activation was designed to move students from the campus to the brand online, through contests, sampling, QR codes, hashtags and user-generated content. Our team shared photo-verified reports so the brand could see exactly what happened on the ground.
For ITC Sunrise, the work covered student ambassador network, whatsapp recipe challenge and cultural relevance & local flavour.
Results
Here is what the campaign delivered for ITC Sunrise, in numbers and outcomes shared with the brand.
- 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): Major uplift observed in surveys
Marketing terms used in this project
- Campus activation
- A brand event or experience run inside a school or college.
- Student ambassador
- A student who represents the brand among peers and drives participation.
- Sampling
- Giving people a product to try so they experience it first hand.
- User-generated content (UGC)
- Posts and videos made by real customers or participants instead of the brand.
Frequently asked questions
What did Cygnus Marketing do for ITC Sunrise?
Cygnus Marketing delivered campus promotion for ITC Sunrise, covering student ambassador network, whatsapp recipe challenge and cultural relevance & local flavour.
What results did ITC Sunrise get?
Students reached: 25,000+; ugc videos submitted: 800+ cooking videos; colleges activated: 30+ across Assam, Meghalaya, Nagaland.
Can Cygnus Marketing do campus promotion for my business?
Yes. Cygnus Marketing is a marketing agency based in Guwahati that works with brands across India, from local businesses to national names like Samsung, Amazon Pay and Maggi. Share your goals and we will suggest a plan and a clear quote.
