I absolutely adore owning jewellery that tends to have a story behind it. Vasundhra Raj, a luxury jewellery brand from Dehradun seems to have a special connection to my heart because of their unique sense of mixing modern culture with its rich heritage to paint a picture. Their recent campaign Teele Dharo, takes you on a beautiful journey inspired by the designer’s homeland, Uttarakhand. The campaign is all about admiring the culture, the people and, the land as much as the adorned ornaments on the front.
Teele Dharo A Celebration Of The Pahadi Aura
The name Teele Dharo which means ‘to behold’ in Uttarakhand’s local dialect sets the tone for this beautiful campaign. It’s a reminder of everything rooted in the mountain culture – courage, resilience, beauty, and all that is extraordinary to the land, it feels like an intricate carving into the grounds of their traditional values beautifully weaved together with the contemporary style. The campaign does a fabulous job of translating Uttarakhand’s beauty in a way that connects with the viewer. Teele Dharo stands out as one of the rare brand campaigns presented through a captivating music video, making it truly special and unique. The music is in collaboration with Uttarakhand artist Digvijay Singh Pariyar ft. Kamala Devi and Shiwani Bhagwat and other talents from across India. People who understood the essence of the campaign made this video a replication of their love for Uttarakhand’s hidden cultural values that have shaped their lives today. India as a country has so many ancient customs to bring to the table, this campaign has done justice by capturing the roots and depth of the pahadi aura.
The core of Teele Dharo that resonated with me is how it shows the love that women share with their jewels. As a woman, there is nothing more exciting than getting or buying jewellery when I stumbled upon this campaign and the brand in general, I saw their portrayal of jewellery through unique stories that connect you with each and every piece of ornament that you own and that feeling is a special one. We can see iconic native pieces of jewellery like Bulakee, which a striking 22-karat gold nose ring adorned by pahadi women as a proud symbol of beauty, and the Nath, which is often passed down through generations like a bridal heirloom. Not to forget, the Pahunchi, a traditional bangle that signifies strength and femininity. All of these pieces are more than jewellery, they represent a feeling of cultural legacy that brings to life the essence of folk traditions with a fresh perspective. I love how often times my mom has told me about pieces of jewellery that she got from my nani and that is such a beautiful concept, can’t help but dream of owning those pretty bridal heirlooms someday.
There is so much shared history in the world. Forms of art carry a whole other story behind them which is such an intriguing concept in itself. I truly felt that with Teele Dharo, when I look at these ornaments- I see so much more than their beauty, I see the legacy of the artisans who brought them to life. Vasundhra Raj explains this vision beautifully, “This isn’t just a tribute to Uttarakhand; it’s a celebration of the legacy and strength of the women who carry our traditions forward. We wanted Teele Dharo to bring a new perspective on our heritage by blending traditional elements with a contemporary outlook.”
A Visual And Musical Journey
The campaign’s visuals are like stepping into a dreamscape of Uttarakhand’s rustic homes, lush greenery, and towering mountains. Shot by Amith Krishnan of Studio MOCA and Abhimanyu Sadanandan, the video captures the breathtaking beauty of the region, making every frame a tribute to the land and its people. The jewellery shines against this serene backdrop, showing just how deeply it’s tied to the landscape it comes from.
And then there’s the music—a melody that stays with you long after the video ends. Uttarakhand musician Digvijay Singh Pariyar, better known as DigV, has created a soundtrack that mirrors the pride and warmth of the pahadi people magically. He describes the process with heartfelt simplicity: “Vasundhra wanted to create a soundtrack that truly reflects Uttarakhand, which deeply resonated with me. I wanted the music to feel like home for anyone connected to the mountains.”
More Than Jewellery, Legacy
What sets Teele Dharo apart is how the process and the story behind the beauty matters. The women, the artisans – particularly the sonars, which are essential to Uttarakhand’s jewellery heritage, each part of the heritage is celebrated here. Each piece they create is a blend of time – honoured craftsmanship and a modern design vision. The result? Jewellery that feels like it could be handed down for generations. With Teele Dharo, Vasundhra Raj has crafted something special. This campaign is more than a collection of jewellery. It invites us to pause, reflect, and, as the name suggests, behold, the timeless stories of a region and its people in every piece.
If jewellery can connect us to a place, a history, or a feeling, then Teele Dharo does so with grace and authenticity. It’s not just a tribute to Uttarakhand; it’s a celebration of its soul.
