Aashirvaad Svasti, ITC’s dairy brand, has unveiled a beautiful musical tribute for Chhath Puja, a festival cherished across Bihar and other parts of India.
This special song, featuring the soulful voice of renowned singer Rekha Bhardwaj, honors the cultural significance of the festival and aims to connect communities through music. The song, created in partnership with Alive India Music Foundation, brings an authentic touch to the celebrations by capturing the spiritual essence of Chhath Puja.
Bhardwaj’s collaboration with Aashirvaad Svasti marks her first musical dedication to Chhath Puja, and she describes the experience as deeply rewarding. “Singing for Chhath Puja has been a heartfelt journey for me,” Bhardwaj shared. “This song is a tribute to our heritage and an expression of love for our culture and community. It’s wonderful to see Aashirvaad Svasti’s commitment to preserving our traditions and bringing people together through music.”
The song not only celebrates the ritualistic purity of Chhath Puja but also highlights the devotion of worshippers seeking blessings for their families. Bhardwaj’s moving vocals convey the strength and unity that Chhath Puja embodies, resonating with the festival’s themes of faith, dedication, and gratitude.
Under the creative direction of Supratiek Ghosh, singer, composer, and founder of Alive India Music Foundation, this song showcases the brand’s commitment to honoring regional heritage. Alive India, known for creating meaningful, culturally rich music, crafted this piece as an homage to Bihar’s vibrant traditions.
This initiative continues the successful collaboration between Aashirvaad Svasti and Alive India, which has earned recognition for producing music that resonates with India’s diverse cultural roots. By weaving regional nuances into their creations, Aashirvaad Svasti and Alive India bring a unique touch to festival celebrations, underscoring ITC’s commitment to fostering a connection with local customs and heritage.
For ITC, celebrating Chhath Puja aligns perfectly with Aashirvaad Svasti’s values of purity and connection. Vivek Kookkal, VP and Head of Dairy & Beverages at ITC, highlighted the significance of the campaign, saying, “Chhath Puja is a vital part of Bihar’s cultural landscape, symbolizing unity, devotion, and purity. Aashirvaad Svasti takes immense pride in celebrating this festival. Through this musical tribute, we honor the traditions of Bihar and aim to bring families and communities closer.”
The song showcases the beauty of Bihar’s Chhath Puja rituals, from the reverence for the sun to the prayers offered for family welfare. With Aashirvaad Svasti’s support, this musical celebration reaches people across India, helping to spread awareness and appreciation for one of the region’s most beloved festivals.
In addition to being available on Aashirvaad Svasti’s YouTube channel, the music video has been released across multiple global streaming platforms, including Spotify, Apple Music, Wynk, and JioSaavn. This widespread availability ensures that music lovers and devotees alike can connect with the spirit of Chhath Puja from anywhere in the world.
Through this unique musical venture, Aashirvaad Svasti reinforces its dedication to celebrating India’s cultural diversity. By supporting local festivals like Chhath Puja, ITC continues to build a lasting connection with consumers, offering not only quality dairy products but also meaningful cultural experiences. The release of this song, featuring Rekha Bhardwaj’s powerful vocals, invites everyone to embrace the vibrant heritage of Bihar, making this year’s Chhath Puja even more special.
