MUMBAI: If you thought Bihu was all about folk tunes, gamusas and those perfect jolpan spreads, think again. Sunrise Spices, a proud ITC brand with deep Assamese roots, just tossed tradition into the tech blender with its latest brainchild-an AI-powered image filter that lets you turn your humble selfie into a festival-ready Assamese portrait. Saree, jewellery, the works.

Launched nationally on 12 April 2025, this digital dhol beats with heart and holograms. With a simple click or QR scan, users can experience the joy of Rongali Bihu in a modern yet authentically cultural way. Whether you're in Dibrugarh or Dubai, Sunrise is making sure the beat of the dhol and the spirit of the season reaches you.

This initiative is more than just a digital delight—it’s a heartfelt effort by Sunrise to ensure that the spirit of Bihu can be felt and shared across the country, no matter where you are.

The AI filter, hosted on a microsite, works by transforming any uploaded image into a stylised Bihu-themed portrait - think classic Assamese mekhela sador, traditional jewellery, and vibrant background flourishes. Users can click a pic or upload an existing image to get the full festive makeover.

This clever campaign doesn't just digitise a cultural experience—it democratises it. The filter is accessible to anyone with a smartphone, effectively turning the entire country into a Bihu-ready canvas. No stage required. No taal missed.
https://sunrisebihumemory.in