Vasundhara Raj highlights Uttarakhand’s spirit in ‘Teele Dharo’

Dehradun-based luxury jewellery brand Vasundhara Raj has launched its latest campaign, ‘Teele Dharo’, a heartfelt tribute to Uttarakhand’s rich cultural legacy and enduring strength.

Drawing from the local dialect, "Teele Dharo" translates to "to behold," encapsulating the beauty, resilience, and courage of the region and its people.

At the core of this campaign is a vibrant collaboration between Vasundhara Raj and celebrated Uttarakhand artists, including Digvijay Singh Pariyar, Kamla Devi, and Shiwani Bhagwat, alongside other creative talents from across India. The campaign masterfully combines traditional elements with modern artistry, offering a fresh perspective on Uttarakhand’s cultural treasures and age-old customs.

The campaign places a spotlight on iconic jewellery pieces native to the hills of Uttarakhand. Central to the collection is the Bulakee, a striking 22-karat gold nose ring symbolic of beauty and pride among pahadi women. Complementing it are the Nath, a cherished bridal heirloom, and the Pahunchi, a traditional bangle representing strength and femininity. Each piece is meticulously crafted to blend traditional aesthetics with contemporary elegance, creating modern heirlooms that tell stories of unity and joy.

“Teele Dharo is more than a jewellery campaign; it’s a celebration of the legacy, grace, and strength of the women who carry forward our traditions,” shared Vasundhara Raj, Founder and Creative Director. “Through this campaign, we aim to bring Uttarakhand’s heritage to the forefront while honouring the artisans whose craftsmanship is at the heart of our creations.”

The visuals for Teele Dharo are brought to life through a stunning music video directed by Amith Krishnan of Moca Studio and filmed by cinematographer Abhimanyu Sadanandan..

The accompanying song, composed by Digvijay Singh Pariyar, merges traditional folk melodies with contemporary sounds, creating a soulful homage to the region. “When Vasundhara shared her vision, it resonated deeply. The music reflects the pride, spirit, and warmth of Uttarakhand’s people,” said Pariyar.

The campaign also highlights the invaluable contribution of artisans, especially sonars, whose dedication preserves the art of jewellery-making. By showcasing their craftsmanship, Teele Dharo celebrates the intricate work and cultural significance behind each piece.

The campaign is a moving tribute to the strength, beauty, and cultural pride of the pahadi community, offering a modern lens to explore the heritage of the hills.

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