Vasundhra Raj Jewellery celebrates Uttarakhand’s mountain culture with musical campaign ‘Teele Dharo’

The campaign celebrates the bond between women and jewellery, featuring Uttarakhand’s traditional pieces like the Bulakee, Nath and Pahunchi, symbolizing pride, strength and femininity

Dehradun: Vasundhra Raj Jewellery, a Dehradun-based luxury jewellery brand, has launched a new campaign titled Teele Dharo, highlighting the beauty and strength of Uttarakhand. The name, meaning “to behold” in the local dialect, serves as an ode to the region’s courage, resilience and timeless beauty.

The campaign, rooted in Uttarakhand’s mountain culture, features a music video that showcases the region’s hidden cultural treasures. Teele Dharo brings together local artistes, including Digvijay Singh Pariyar, Kamla Devi, Shiwani Bhagwat, and others from across India, to celebrate Uttarakhand’s rich heritage through a blend of contemporary artistry and folk traditions.

At the heart of the campaign is a tribute to the bond between women and jewellery. The music video features jewellery pieces native to the hills of Uttarakhand, such as the Bulakee (a 22-karat gold nose ring), the Nath (a bridal heirloom nose ring), and the Pahunchi (a traditional bangle). Each piece is carefully crafted to reflect the region’s cultural symbolism—beauty, pride, strength and femininity.

“We wanted Teele Dharo to bring a fresh perspective on Uttarakhand, blending contemporary elements with our folk traditions,” said Vasundhra Raj, Founder and Creative Director of the eponymous jewellery label. “This campaign is a celebration of the legacy, grace and strength of the women who carry forward our traditions. Every piece of jewellery and melody captures the spirit of togetherness, heritage and celebration.”

The visuals of the campaign take viewers on a journey through the serene landscapes of Uttarakhand, featuring lush forests, rustic homes and towering mountains. The music video highlights the craftsmanship of local artisans, particularly the sonars (jewellers) and the enduring spirit of the pahadi community.

Music composer Digvijay Singh Pariyar said, “When Vasundhra approached me with her vision for a folk song, it resonated deeply. We aimed to capture Uttarakhand’s story through melodies and visuals that reflect the warmth, pride and spirit of the pahadi people.” The brand’s inaugural campaign – Mon Ami, Mussoorie – took inspiration from the tinkling ornaments of the pahadi women. It has been described as a cherished letter from an old friend, evoking nostalgia, inviting people to explore the profound connection between jewellery and tribal women.

Vasundhra Raj offers heirloom pieces that combine traditional craftsmanship with modern designs. The collection features gold jewellery set with polki diamonds, sapphires, emeralds, and pearls, inspired by the cultural heritage of Uttarakhand. Drawing on local jewellery-making techniques like jadau and gold dai, the brand focuses on ethical craftsmanship and cultural sustainability. Founder Vasundhra Raj’s interest in jewellery grew during her time in Florence and through her work with rural communities in Uttarakhand, leading her to launch the high jewellery label.

Retail Jeweller India News