Vasundhra Raj, a luxury jewellery brand from Dehradun, proudly unveils Teele Dharo, a campaign inspired by the enduring beauty and strength of Uttarakhand.
In the local dialect, Teele Dharo is a heartfelt expression of admiration, meaning ‘to behold’—an ode to courage, resilience, beauty, and all that is extraordinary. Rooted in mountain culture, the campaign offers a unique vision of Uttarakhand’s beauty, unveiling the region’s hidden stories through a vibrant collaboration with Uttarakhand artists Digvijay Singh Pariyar, Kamla Devi, Shiwani Bhagwat, and other talents from across India. The campaign seeks to elevate the essence of Uttarakhand’s hidden cultural treasures and age-old customs, blending them with contemporary artistry that resonates with today’s audience.
At the heart of the campaign is the innate connection between women and their love for jewellery—a symbol of strength, grace, and timeless elegance. Teele Dharo celebrates this bond while unveiling the region’s beautiful landscapes that define the region. “We wanted Teele Dharo to bring a fresh perspective on the region, blending contemporary elements with the essence of our folk traditions,” shares Vasundhra Raj, Founder and Creative Director. “This campaign is more than a tribute—it’s a celebration of the legacy, grace, and strength of the women who carry forward our traditions. Every piece of jewellery and each melody captures the spirit of togetherness, heritage, and celebration.“
In Teele Dharo, the spotlight shines on iconic jewellery pieces native to the hills of Uttarakhand, each of which symbolises the region’s cultural heritage. At the forefront is the Bulakee, a striking 22-karat gold nose ring adorned by pahadi women as a symbol of beauty and pride. Accompanying this is the Nath, a graceful nose ring cherished as a bridal heirloom, and the Pahunchi, a traditional bangle that signifies strength and femininity. These pieces, meticulously crafted and artistically presented, are woven into the song’s visuals, capturing the timeless elegance of the pahadi people.
Each piece in this campaign is a modern day heirloom, representing unity, continuity, and joy, framed by the lush greenery, towering mountains, and rustic homes of the hills. Through these modern interpretations of traditional jewellery, Teele Dharo deepens the audience’s connection to Uttarakhand’s heritage and the stories carried by its people.
Teele Dharo is not just a jewellery showcase but a heartfelt celebration of Uttarakhand. The song is also a homage to the craftsmanship of artisans, particularly the sonars, who have dedicated their lives to the art of jewellery making. This campaign highlights their invaluable contribution to the brand and the jewellery industry.
“When Vasundhra called me with her vision for a folk song, it resonated deeply, and I integrated that essence into the music I created. She wanted to capture Uttarakhand’s story through melodies and visuals that reflect the warmth, pride, and spirit of the pahadi people.” shares Digvijay Singh Pariyar, expressing his dedication to showcasing his homeland’s spirit.
The visuals of Teele Dharo are a journey into the heart of Uttarakhand. The campaign, a mesmerizing music video by renowned Director Amith Krishnan of Moca Studio along with Cinematographer Abhimanyu Sadanandan, takes viewers on an unforgettable journey through rustic wooden houses, verdant forests, and majestic mountain peaks, where the warmth of the pahadi community shines through. Against this serene backdrop, the campaign highlights both the craftsmanship of the jewellery and the strength of the women who wear it, symbolising resilience and timeless beauty.
Through this campaign, Vasundhra Raj invites the world to ‘behold’ the stories that shape the mountains and the elegance of the people who call it home.
