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Campaign Duration
The AI-powered Bihu campaign ran for 25 days, aligned with peak Bihu celebrations to maximize participation and cultural relevance.
Sunrise Bihu Memory
To bring Assam's beloved festival closer to its people, ITC Sunrise Masala collaborated with Techkilla to create a never-seen-before AI campaign — My Bihu Memory.
Objectives
Over 1.6 lakh users engaged in just a few weeks, with strong repeat participation.
AI-powered personalization that delivered instant Bihu avatars in multiple cultural themes.
Campaign saw thousands of organic story shares tagging @SunriseNortheast on Instagram.
Supported by regional influencers who amplified the experience through authentic storytelling.
Digitally Preserving the Joy of Bihu
To bring Assam's beloved festival closer to its people, ITC Sunrise Masala collaborated with Techkilla to create a never-seen-before AI campaign — My Bihu Memory. This immersive experience transformed user photos into vibrant, culturally rich Bihu-themed avatars delivered instantly on WhatsApp, blending the pride of tradition with the power of modern AI-driven storytelling. The campaign allowed participants to see themselves dressed in traditional Assamese attire, set against iconic festive backdrops, capturing the true spirit of Rongali Bihu in a digital format. By making the experience easily accessible through QR codes and social links, the activation removed all friction and encouraged mass participation across age groups. Each personalized memory became a shareable story, driving organic reach through social media and peer-to-peer sharing.
Execution
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Access
Users entered through QR codes and campaign links promoted on digital platforms.
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AI Face Swap Transformation
A simple selfie upload instantly generated their Bihu Avatar.
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Cultural Touchpoints
Participants could pose virtually with Assamese instruments or enjoy Bihu delicacies, powered by AI Integrated Solutions.
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Instant Shareability
Outputs featured ITC Sunrise Pure branding, encouraging participants to post on social media.
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AI for Brand Campaigns
Organic sharing amplified the reach of the campaign, turning participants into brand ambassadors.
User Growth (7 April - 2 May)
Strong early adoption, followed by organic engagement cycles, helped the campaign scale rapidly - reaching over 1,60,000+ users in under four weeks through social sharing, QR activations, and repeat participation.
Results & Impact
| Quantitative Outcomes | Qualitative Outcomes |
|---|---|
11.6 lac+ users participated in the campaign during the Bihu festival, reflecting massive community interest. | 1Organic word-of-mouth became a strong growth driver, with people inviting friends and family to take part and celebrate Assamese culture digitally. |
2Many influencers actively used and promoted the campaign, extending its organic reach. | 2Participants praised ITC Sunrise Pure for blending traditions with AI technology, making Bihu feel both modern and inclusive. |
3The AI Face Swap platform delivered high engagement rates, with participants exploring multiple transformation options. | 3Brand recall improved as audiences connected Sunrise Pure spices with festive food moments and digital celebration. |
4AI Integrated Solutions enabled seamless user journeys, increasing dwell time and repeat interactions. | 4Techkilla's AI Face Swap solution was recognized as an innovative bridge between cultural heritage and modern marketing. |
5Social media impressions grew exponentially as AI for Brand Campaigns proved effective in driving organic traction without heavy media spends. |
What Our Partners Say
Participant
Campaign participant • ITC Sunrise
★★★★★
It was amazing to see myself in Assamese attire with the Bihu setting through the AI Face Swap feature. Sunrise Pure made Bihu extra special this year.
Social media user
Social media user • ITC Sunrise
★★★★★
This campaign by ITC Sunrise Pure and Techkilla showed how AI for Brand Campaigns can celebrate traditions in a modern way. Loved it!
Use cases of AI Solution
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Cultural Festivals - Turn heritage celebrations into engaging digital moments with AI.
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Regional Brand Building - Use local sentiment and tradition to deepen customer connection.
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AI-Powered Brand Activations - Deliver personalized experiences that scale across platforms.
Conclusion & Takeaways
The ITC Sunrise Pure Bihu campaign stands as a landmark example of how AI Integrated Solutions can transform cultural celebrations into digital movements. By using AI Face Swap and AI Image Generated outputs, the campaign celebrated Assamese culture while engaging over 1.6 lacs+ users.
Future Outlook
The success of the campaign proves that Techkilla's AI solutions can be replicated for other regional festivals across India. By combining AI for Brand Campaigns with cultural storytelling, ITC Sunrise Pure has set a benchmark for experiential, digital-first marketing.
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