ITC Ltd.’s Sunrise Pure, one of the most trusted spice brands in East and Northeast India, marked World Music Day with a spectacular cultural celebration ‘Ka Rympei Ki Sur’ held at Police Bazaar, Shillong. The event brought together local music, community spirit, and a landmark brand milestone, making it an evening to remember for the people of Meghalaya.
The name ‘Ka Rympei Ki Sur’ draws from the Khasi word Rympei – the hearth, which is traditionally the warm center of a Khasi home where families gather to cook, share stories and find comfort. The event was attended by several distinguished dignitaries, including Frederick Roy Kharkongor, Commissioner & Secretary, Arts & Culture; D.B.S. Mukhim, Assistant Commissioner, Food Safety; B. Rani, Director, Agriculture & Horticulture; along with officials from the East Khasi Hills administration and MUDA.
On the occasion, Sunrise announced Ms. Stella Rica Khongsni as the Brand Ambassador of Sunrise Pure for NE, marking a significant milestone in the brand’s growing association with Meghalaya and strengthening its connect with local consumers.
Speaking about the event Mr. Piyush Mishra, Business Head, Spices, ITC Ltd. said, “Sunrise has always been deeply connected to the cultural heritage of the communities we serve. 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.”
The evening came alive with energetic performances by popular local bands Snow White and Colours, drawing enthusiastic participation from music lovers across Shillong. Conceptualized and presented by Sunrise Pure Masalas, the event featured prominent brand integration across the venue through stage branding, digital creatives, audience engagement activities, Sunrise-themed contests and hampers, RJ-led brand mentions, and interactive social media engagements, creating an immersive brand experience for attendees.