SHILLONG : Sunrise Pure, a spice brand under ITC Ltd., has appointed Meghalaya’s Stella Rica Khongsni as its Brand Ambassador for the Northeast during a cultural event titled “Ka Rympei Ki Sur” held in Shillong. The announcement was made as part of the brand’s World Music Day celebration at Police Bazaar, which brought together local musicians, artists and members of the public for an evening of music and cultural performances.
According to the company, the event was designed to celebrate Meghalaya’s musical heritage while strengthening the brand’s engagement with consumers across the Northeast. The programme was attended by several dignitaries, including Commissioner and Secretary for Arts and Culture Frederick Roy Kharkongor, Assistant Commissioner for Food Safety D.B.S. Mukhim, Director of Agriculture and Horticulture B. Rani, and officials from the East Khasi Hills district administration and MUDA.
Speaking on the occasion, Piyush Mishra, Business Head (Spices), ITC Ltd., said the initiative was a tribute to Meghalaya’s cultural traditions and musical heritage.”Ka Rympei Ki Sur is our tribute to the people of Meghalaya, their music, their traditions, and the warmth of the Rympei that binds families together. Through this event, we are proud to celebrate the rich musical soul of this land while welcoming Ms. Stella Rica Khongsni into the Sunrise family,” he said.
Khongsni expressed happiness over her association with the brand and said food remains an important part of culture and community life.”I am delighted to be associated with Sunrise Pure Masala as it strengthens its presence across the Northeast. Food is at the heart of our culture, bringing people together and preserving traditions,” she said. The event featured performances by local bands Snow White and Colours and included audience engagement activities, contests and cultural showcases.
Sunrise Pure said the initiative forms part of its efforts to strengthen its presence in the Northeast while promoting local culture and community engagement.The company stated that “Ka Rympei Ki Sur” reflects its focus on building stronger connections with consumers through programmes that celebrate the traditions, aspirations and cultural identity of the region.