MUMBAI: ITC’s Aashirvaad Svasti has launched a song themed on Chhath Puja featuring singer Rekha Bhardwaj. In a blend of tradition and musical artistry, the song celebrates the profound cultural significance of the festival portrayed through the voice of Bhardwaj.
The song, created in collaboration with Alive India Music Foundation, led by the singer, composer, and songwriter Supratiek Ghosh aims to be an ode to Bihar’s cherished Chhath Puja festival, highlighting the dedication of devotees in seeking blessings for their families and communities. This award-winning partnership between Aashirvaad Svasti and Alive India focusses on creating customized, localized music to integrate the Aashirvaad Svasti brand into everyday life, fostering celebrations that honor India’s regional and cultural heritage.
Bhardwaj said, “Creating my first-ever Chhath Puja song has been a profoundly joyful experience. This is a tribute to our heritage, celebrating our rich culture and community. I am delighted to support Aashirvaad Svasti’s efforts in capturing the essence of Bihar’s traditions. May this song bring us all closer to enjoy our shared traditions.”
Vivek Kookkal, VP, head – Dairy & Beverages, ITC noted, “Chhath Puja is not just an occasion; it’s an integral part of Bihar’s cultural fabric, embodying purity and togetherness. Aashirvaad Svasti is honored to celebrate this festival that resonates so deeply with our values. Through this collaboration, we honor the traditions of Bihar and aim to bring communities closer, enhancing the spirit of the festival.”
The music video is now available on Aashirvaad Svasti and Alive India YouTube pages and across all global music streaming platforms such as Spotify, Apple Music, Wynk and JioSaavn.
