The first time I started learning about Pahadi culture was when working for a creative agency as a copywriter. One of our clients was a gorgeous property in Haridwar, and I went down the rabbit hole of reading about Pahari culture — especially about the Garhwali and Kumaoni communities. The richness of the culture - from the clothes to the food - offered a lot to appreciate. But until I came across Teele Dharo, I confess I hadn’t heard music from the locale. Now that I think about it, it baffles me that we’re in a time where jewellery brands have gone beyond creating stylised shoots and rather take the time to invest in campaign films and music videos that tell a deeper narrative, and truly connect with and highlight communities.  

Teele Dharo is the latest campaign from Vasundhra Raj Luxury Jewellery, a brand deeply rooted in Uttarakhand's cultural legacy, and it is a soulful celebration of the region’s artistry. Conceptualised as a music video, the project transcends product placement to weave heritage, artistry, and storytelling into a vibrant celebration of Uttarakhand’s culture. Rooted in the cultural nuances and details of the state and its people, Teele Dharo takes its name from a local expression of admiration, meaning "to behold."  

According to a feature from Vogue India, the brand’s creative journey begins with its founder, Vasundhra Raj, whose admiration for jewellery was shaped during her six years in Florence, Italy, studying fashion design and business. Her exposure to artistry on the Ponte Vecchio and her work as a Chief Design Consultant with the UNDP in Uttarakhand inspired her to celebrate the state's crafts and communities. This influence shaped her brand ethos - combining intricate jadau and 'gold dai' techniques from Uttarakhand with heirloom-worthy craftsmanship that bridges Eastern and Western aesthetics.

What makes Vasundhra Raj’s jewellery unique is its commitment to celebrating Uttarakhand’s heritage while incorporating sustainable practices. Pieces are adorned with polki diamonds, uncut stones, and precious gems, handcrafted using traditional methods like meenakari and khudayi, ensuring a timeless appeal. The brand also emphasises fair trade, with Raj’s earlier UNDP work shaping the label’s ethical vision.

The campaign pairs the region's scenic landscapes, traditional art forms, and sartorial influences with heirloom jewellery craftsmanship from Vasundhra Raj’s latest collection. From the iconic Bulakee nose ring, the bridal Nath, and the sturdy yet elegant Pahunchi bangle, these designs are a celebration of the Pahadi community - their strength, grace, and uniqueness. The lyrics of the song, in tandem, speak to the adornments donned by Pahadi women and highlight their beauty. The soulful soundtrack by Digvijay Singh Pariyar, penned by Lavraj, and performed by Digvijay Singh Pariyar, Kamla Devi, and Shiwani Bhagwat, blends traditional instruments like the dhol, damau, and hudka with contemporary arrangements, reflecting the region’s many facets - old and new.  

Directed by Amith Krishnan and brought to life by Chennai-based MOCA Studios, the video elevates the campaign into an artistic experience. Known for its innovative approach to storytelling, MOCA Studios has a reputation for creating visually compelling narratives that resonate deeply with diverse audiences. Their collaborative effort with cinematographer Abhimanyu Sadanandan and production designer Aishwarya Shree resulted in a music video that captures Uttarakhand’s rustic charm - wooden homes, misty forests, lush valleys, jagged peaks, and deep caverns - all while keeping the focus on the jewellery as a bridge between past and present.  

This campaign reflects a growing trend among homegrown brands to move beyond product-focused visuals and invest in culturally rooted narratives. Vasundhra Raj invites audiences not just to wear jewellery but to behold the stories and traditions that make it timeless. In an age of fleeting digital content, Teele Dharo feels like a breath of fresh mountain air - a thoughtful, inspired tribute to the multifaceted culture, craftsmanship, and people of Uttarakhand.

Follow Vasundhra Raj Jewellery here.

Follow MOCA Studio here.

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