Vasundhara Raj’s ‘Teele Dharo’ Celebrates Uttarakhand’s Cultural Heritage

Vasundhara Raj, a renowned Dehradun-based luxury jewellery brand, has unveiled its latest campaign, ‘Teele Dharo’. This captivating campaign pays tribute to the rich cultural heritage and enduring spirit of Uttarakhand.

The term “Teele Dharo” translates to “to behold” in the local dialect, perfectly encapsulating the essence of the campaign. It celebrates the beauty, resilience, and courage of the region’s people.

The campaign features a stunning collection of traditional jewellery pieces, including the Bulakee, a striking nose ring, the Nath, a bridal heirloom, and the Pahunchi, a traditional bangle. These iconic pieces have been reimagined by Vasundhara Raj to appeal to modern tastes while honoring their cultural significance.

To bring this vision to life, Vasundhara Raj collaborated with renowned Uttarakhand artists such as Digvijay Singh Pariyar, Kamla Devi, and Shiwani Bhagwat. The campaign’s visuals, directed by Amith Krishnan and filmed by Abhimanyu Sadanandan, are a stunning blend of tradition and modernity.

The accompanying music, composed by Digvijay Singh Pariyar, seamlessly blends traditional folk melodies with contemporary sounds, creating a soulful and evocative experience. The music video showcases the beauty of Uttarakhand’s landscapes and the grace of its people.

By highlighting the craftsmanship of local artisans, especially sonars, the campaign pays homage to the skilled individuals who have kept these traditions alive. Vasundhara Raj’s commitment to preserving and promoting Uttarakhand’s cultural heritage is evident in every aspect of the ‘Teele Dharo’ campaign.