After ITC acquired Sunrise, the brand needed to strengthen consumer awareness and recall during the COVID-19 period. We responded with “Cooking with the Stars,” an integrated campaign that brought together Bengali food, popular culture and the familiar warmth of an adda. Created during my tenure at HT Media Limited, the campaign featured RJs from Fever FM visiting the homes of well-known Bengali singers, actors and artists. Each episode blended informal conversation with a cooking session, where the guest prepared a favorite recipe using Sunrise spices. The format made the products part of a natural cultural experience rather than a conventional advertisement.
The visual communication drew upon the sensory appeal of Bengali cooking through food photography, warm colors, product packaging and familiar culinary details. Every execution maintained strong brand visibility while adapting to different personalities, recipes and media formats. Recipe contests across print, radio and digital platforms extended the campaign beyond celebrity-led content. Audiences could share their own recipes and participate directly, turning a brand-awareness initiative into a broader conversation around food and everyday creativity.
The campaign reached millions of consumers, won several awards and helped connect Sunrise’s established regional identity with its new chapter under ITC.
The visual communication drew upon the sensory appeal of Bengali cooking through food photography, warm colors, product packaging and familiar culinary details. Every execution maintained strong brand visibility while adapting to different personalities, recipes and media formats. Recipe contests across print, radio and digital platforms extended the campaign beyond celebrity-led content. Audiences could share their own recipes and participate directly, turning a brand-awareness initiative into a broader conversation around food and everyday creativity.
The campaign reached millions of consumers, won several awards and helped connect Sunrise’s established regional identity with its new chapter under ITC.
Brand: ITC Sunrise
Organization: HT Media Limited
Campaign: Cooking with the Stars
Campaign Category: Brand Awareness and Consumer Engagement
Market: West Bengal
My Role: Campaign Ideation and Communication Design
Deliverables: Celebrity Content Series, Print and Digital Campaign Assets, Radio Promotions and Recipe Contests
Impact: Millions of Consumers Reached Across Print, Radio, and Digital Channels
Organization: HT Media Limited
Campaign: Cooking with the Stars
Campaign Category: Brand Awareness and Consumer Engagement
Market: West Bengal
My Role: Campaign Ideation and Communication Design
Deliverables: Celebrity Content Series, Print and Digital Campaign Assets, Radio Promotions and Recipe Contests
Impact: Millions of Consumers Reached Across Print, Radio, and Digital Channels
