As Rongali Bihu draws near, the spirit of celebration sweeps across Assam, bringing with it the warmth of tradition and the promise of renewal.
The sounds of Dhol and Pepa echo through the streets, homes come alive with festive preparations, and every heart is touched by the joy of new beginnings. Also known as Bohag Bihu, this cherished festival marks the Assamese New Year—a vibrant celebration of culture, identity, and heartfelt connection.
For the people of Assam, Bihu is not just a festival—it’s a feeling. It lives in the elegant steps of the Bihu dance, in the sweet aroma of Pithas prepared with love, in the vivid bloom of Kopou phool (Foxtail Orchid), and in the priceless moments spent with family. It is a time when generations gather, memories are made, and traditions are cherished.
This Rongali Bihu, Sohum Shoppe—with locations in Guwahati, Jorhat, Dibrugarh, Tezpur, Naharlagun, and Dimapur—joins the grand celebration with a campaign that goes far beyond shopping. As the Northeast’s most trusted lifestyle destination, Sohum has become part of how these regions celebrate life’s most treasured occasions.
At the heart of this year’s Bihu campaign is a touching short film that reflects the real, emotional core of the season. It’s a simple yet powerful reminder that the true joy of Bihu lies not in rituals or grand gestures, but in being present with the ones we love. It’s about coming home, surprising someone with a thoughtful gift, and rediscovering the comfort of familiar smiles.
With this film and festive campaign, Sohum Shoppe celebrates what matters most: the unbreakable bonds of family, the warmth of tradition, and the joy of togetherness. Because in the end, Bihu is not about what we give, but about who we share it with.
A Story That Feels Like All of Us
The campaign film begins with a simple phone call—a mother asking her son if he’ll be home for Bihu. His response is tinged with regret: work is hectic, leaves are hard to come by, and it seems he won’t make it this year. Her disappointment is quiet but deep.
But Bohag Bihu has a way of calling us back.
In the film’s moving final moments, the son arrives unannounced at the doorstep, to the utter joy of his family. He carries not just his presence, but a thoughtful gift—from Sohum Shoppe—a token of love, a symbol of belonging. In that moment, the true spirit of Rongali (Bohag) Bihu shines through: togetherness, surprise, and joy.
Watch the Sohum Rongali Bihu Ad Film
This is more than an ad—it reflects the emotional ties that define Rongali Bihu. A festival that brings people home, no matter how far they’ve gone.
Sohum Shoppe: Where Every Celebration Begins
With seven stores across the Northeast and a curated selection of premium brands, Sohum Shoppe has become a name synonymous with quality, celebration, and community. From fashion and lifestyle to beauty and home essentials, Sohum offers everything you need to make Bohag Bihu special.
Whether you’re shopping for the perfect gift, preparing your home for guests, or updating your festive wardrobe, Sohum brings together style and tradition—just like Bihu itself.
Fashion That Honors Festivity
Celebrate the season in style with new collections from:
- Tommy Hilfiger, Armani Exchange, Hugo Boss
- Van Heusen, Allen Solly, Global Desi, AND, and more
Whether you prefer timeless traditional attire or a modern festive look, Sohum’s curated fashion lines ensure you and your family dress your best for every gathering.
Gifting with Heart
The son in the film didn’t just return home—he brought a gift that spoke volumes. This Bohag Bihu, express your love with thoughtful gifting options at Sohum:
- Premium perfumes and skincare sets
- Elegant home and kitchenware
- Customizable festive hampers and decor items
Each gift is thoughtfully chosen, beautifully packaged, and ready to warm hearts.
A Home Ready for Rongali
Create a festive atmosphere at home with elegant and functional additions:
- Cookware and serveware from Hawkins, Wonderchef, and Corelle
- Smart home gadgets and lighting from Philips
- Decor and home essentials that add charm to every room
Sohum’s Home & Living section is designed to help you make your home festival-ready, effortlessly.
Trusted by Generations, Loved by All
For over two decades, Sohum Shoppe has been part of Assam’s journey—growing with its people, celebrating its culture, and sharing in its most treasured moments. Today, with over 1,00,000 loyal shoppers, Sohum continues to uphold its commitment to quality and service, making every shopping experience warm, thoughtful, and deeply personal.
This Bihu, Come Home to What Matters
In a time when everyone is racing against the clock, the Sohum Bihu campaign reminds us to pause. To reconnect. To return. Because no matter where life takes us, we all crave the comfort of home—and the joy of seeing a loved one walk through the door.
This Rongali (Bohag) Bihu, let Sohum be part of your homecoming story.
Sohum Shoppe
Present across Guwahati, Jorhat, Dibrugarh, Tezpur, Naharlagun, and Dimapur
Explore more at www.sohumshoppe.com
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