Why Haath Pakha x Sunrise?
Sunrise has always been more than a spice brand in Bengal. It is a brand that has lived inside Bengali homes, rituals, kitchens and everyday culture for generations. So, when Sunrise wanted to start a conversation about Bengali identity, it looked beyond grand cultural symbols and chose something far more powerful: an object that quietly belonged to everyday Bengali life. The haathpankha.
Once a familiar presence across Bengali households, the haathpaakha has long symbolised warmth, hospitality and togetherness. While its everyday use has evolved over time, it continues to hold a special place in Bengal's collective memory. Through multiple collaborations, Sunrise Spices seeks to bring renewed attention to the traditional hand fan and its place in Bengal's cultural identity.
For Sunrise, celebrating the haathpaakha is a natural extension of its commitment to promoting the enduring symbols of Bangaliyana. The haathpaakha also carries a distinctive symbolic connection with Sunrise. Its radiating form visually echoes the motif of the iconic Sunrise logo, creating a natural association between the brand and the object.
Collaboration I – Sunrise x Crafts Council
This Durga Puja, Sunrise Spices, in collaboration with the Crafts Council of West Bengal, is celebrating one of Bengal's most cherished cultural symbols, the haathpaakha, while shining a spotlight on the artisans behind its craftsmanship. The initiative seeks to bring renewed attention to the traditional hand fan and its place in Bengal's cultural identity, connecting generations of craftsmanship with contemporary celebrations.
As part of the initiative, haathpaakhas sourced with the assistance of the Crafts Council of West Bengal will feature across a range of Durga Puja engagements, spanning fashion, storytelling & community participation. By bringing the haathpaakha from artisan workshops into the heart of Durga Puja rituals, the initiative celebrates its enduring cultural significance while introducing the traditional craft to contemporary audiences.
Collaboration II: Sunrise x Roy Calcutta
As part of its effort to reimagine the haathpaakha for contemporary audiences, Sunrise collaborated with renowned fashion designer Abhishek Roy and his label Roy Calcutta to create and launch a special range of merchandise inspired by the cultural significance of the traditional hand fan and the iconic Sunrise brand identity. Drawing from the shared radiating motif of the haathpaakha and the Sunrise logo, the collection translated this timeless symbol into modern fashion and lifestyle pieces, blending Bengal's rich heritage with contemporary design. Through this collaboration, Sunrise brought the haathpaakha into a new cultural space, transforming it from a traditional craft into a stylish expression of Bangaliyana in a fresh and meaningful way.
Collaboration III: Sunrise x MCRA
As part of the larger Haath Pakha x Sunrise initiative, Sunrise partnered with MCRA for a special podcast titled “Making the Haath Pakha Relevant Again.” Hosted by Meghdut Roychowdhury, the conversation featured actor Abir Chatterjee, Suvadip Banerjee, Chief Digital Marketing Officer, ITC, influencer Pujarini Pradhan & Foods restaurateur Anjan Chatterjee. Using the haathpaakha as a cultural lens, the discussion explored memories of Bengali summers, festivals, home cooked food, family traditions, grandparents and adda, while reflecting on how Bengali homes and lifestyles have evolved over time. The podcast aligned closely with Sunrise's belief that food and culture are deeply intertwined, with many conversations naturally revisiting the flavours, rituals and shared experiences that shape Bengali identity. By bringing together diverse voices and generations, the initiative reinforced the haathpaakha as a timeless symbol of warmth, nostalgia and togetherness, while encouraging audiences to rediscover its relevance in today's world.
Collaboration IV: Sunrise x Blinkit
Extending the Haath Pakha x Sunrise initiative to consumers, Sunrise partnered with Blinkit to bring the traditional haathpaakha into homes through a special festive activation. As part of the collaboration, consumers received a specially curated Sunrise branded haathpaakha free with the purchase of any Sunrise Spice on Blinkit. By leveraging a contemporary commerce platform, the initiative introduced the haathpaakha to a wider audience, transforming it from a symbol of nostalgia into a meaningful part of the festive experience. The collaboration served as another touchpoint in Sunrise's effort to celebrate and keep alive this enduring icon of Bengali culture.
Collaboration V: Sunrise x Bongmade
To connect the haathpaakha with younger audiences, Sunrise collaborated with Bongmade to create a range of quirky, contemporary T-shirts inspired by the iconic hand fan. Reimagining the haathpaakha through bold graphics, playful designs and modern streetwear aesthetics, the collection transformed a familiar cultural symbol into a wearable expression of Bengali pride. By blending heritage with contemporary fashion, the collaboration encouraged younger consumers to engage with the haathpaakha in a way that felt relevant, relatable and distinctly their own, further extending Sunrise's effort to keep this enduring icon of Bangaliyana alive in modern culture.
On-Ground Initiatives
As part of the Haath Pakha x Sunrise initiative, Sunrise brought the traditional haathpaakha to the heart of Durga Puja celebrations through a series of large-scale on-ground activations across Kolkata. At Nabin Pally Durga Puja, Hathibagan, the iconic hand fan took centre stage as the core creative inspiration for the pandal, with striking installations and artistic storytelling celebrating its place in Bengal's cultural heritage. Blending nostalgia with contemporary creativity, the pandal transformed the haathpaakha into a powerful symbol of Bengali identity and pride.
Sunrise further amplified the celebration through a grand Maha Boron activation at Ahiritola Durga Puja Committee, where over 200 participants came together to welcome Maa Durga with specially crafted Sunrise haathpaakhas. Inspired by the traditional Boron ritual, the synchronised fan-waving ceremony created a memorable visual spectacle, bringing together culture, community and devotion in a unique tribute to Bengal's living traditions.
At Santosh Mitra Square, Sunrise created another immersive consumer experience through the installation of giant motorised haathpaakhas, offering visitors a striking visual landmark and an engaging way to interact with the campaign theme.
