How ITC Sunrise partnered with Hindustan to reach homemakers in Jharkhand and increase market penetration from 3.5% to 5.1%


Client: ITC Sunrise

Category : FMCG

Solution: Sampling in Print Innovation, Branded Content, Bespoke Articles, Interviews

About ITC Sunrise

ITC Sunrise is a leading consumer goods company dedicated to delivering quality products and services to customers around the world. With a rich history of innovation and a commitment to excellence, ITC Sunrise have earned the trust and loyalty of consumers across diverse sectors.

The Brand Ask

The Brief

ITC Ltd.'s well-established spices brand, Sunrise Pure, has launched its new campaign, "Khao, Khilao, Aur Hit Ho Jao," in the state of Jharkhand. This initiative specifically targeted the Hindi Heartland of Jharkhand, primarily engaging culinary enthusiasts and homemakers. With this campaign, Sunrise Pure aimed to strengthen its presence and connect with its core audience in the region.

The Objective

The ITC Sunrise objective was to enhance brand awareness within specific target groups through strategic ad placements and increase its overall brand visibility.

Target Group

The brand's primary objective was to establish a strong presence and connect effectively with its designated audience in the Hindi Heartland of Jharkhand. This audience predominantly comprised individuals with a keen interest in

Culinary enthusiasts


Hindi Heartland Residents

Our Approach

Our approach was to start with impactful ad placements to raise brand awareness, then employ sampling activations to reach households directly. Relevant brand content integration combined regional content with culinary experiences. We collaborated with Anokhi Digi-Club, hosting competitions to engage and recognise culinary enthusiasts. This approach ensured a comprehensive and successful campaign for ITC Ltd.'s Sunrise Pure.

Campaign Execution

ITC Sunrise Pure Spice's campaign executed a multi-faceted strategy, engaging homemakers through culinary competitions, widespread product sampling, and on-ground activations, resulting in a remarkable increase in market penetration and brand visibility across Jharkhand.

Measuring What Matters

Utilising high-impact print ads, on-ground Anokhi Digi Club activations, recipe integration in editorial content, and three sampling exercises, ITC Sunrise Pure’s market penetration increased from 3.5% to 5.1%.


  • The campaign effectively resonated with the target audience, as evidenced by the remarkable outcomes.
  • A culinary competition convened women homemakers and cooking enthusiasts in Ranchi, where they crafted inventive recipes using ITC Sunrise Pure spice products. This engagement resulted in a notable impact, leading to a substantial increase in market penetration, rising from 3.5% to 5.1%
  • Over three separate days, product samples were made accessible to an extensive audience of 9 lakh readers across Jharkhand, significantly expanding the brand's reach.
  • The Anokhi Digi-Club on-ground activation successfully drew the participation of more than 500 enthusiastic homemakers from Ranchi, Jamshedpur, and Dhanbad, further solidifying the brand's presence in these key areas.
  • The inclusion of ITC Sunrise Pure recipes in print newspapers contributed to instant product awareness, effectively showcasing the product range to the readership.


Industry Insights & Key Takeaways

Content Integration

Content Integration

Hindustan's wide circulation network was effectively utilised for a sampling activation that reached readers across Jharkhand. Additionally, integrated traditional recipes with regional cultural content, offering detailed steps for preparing dishes using ITC Sunrise Pure Spices

Anokhi Digi Club On-Ground Engagement

Anokhi Digi Club On-Ground Engagement

The Anokhi Digi Club's On-Ground Engagement effectively resonated with a diverse audience, involving over 500 enthusiastic homemakers from Ranchi, Jamshedpur, and Dhanbad. This led to a remarkable and lasting impact, showcasing the brand's ability to connect with a wide audience.

Industry Insights & Key Takeaways