Marketing

Shark Tank India’s P-TAL Launches Music Video ‘Bhaande Bois’ In Tribute To Artisans

Shark Tank India’s P-TAL Launches Music Video ‘Bhaande Bois’ In Tribute To Artisans

P-TAL, an ayurvedic, artisanal brand dedicated to reviving traditional cookware, proudly announces the release of their first music video Bhaande Bois’. The inspiration for Bhaande Bois comes from the Punjabi word ‘bhaande,’ meaning utensils, and their artisans are the ‘boys’. This groundbreaking video campaign, the first for a D2C brand, celebrates artisans as rock stars, shining light on their passion and cultural heritage. 

The song, written by Dhrruv Yogi and performed by RJ Kisna, is beautifully composed by Khwaab Music. Directed by Dawat-e-Hind and filmed by Nazaare Productions, the video highlights the remarkable skills and dedication of the artisans. It offers a refreshing, celebratory glimpse into their daily lives and work, underscoring the cultural legacy they carry forward with each handcrafted piece.

Bhaande Bois is a tribute to the Thatheras of Jandiala Guru, artisans who handcraft P-TAL utensils and have the distinction of practising India's only UNESCO-listed craftform. In this unique music video, the Thatheras dress as rock stars from a band with their handcrafted utensils serving as their instruments, like a brass tawa as a guitar or a glass as a microphone. Bhaande Bois aims to capture the life of these artisans and represent them as rock stars rather than focusing on a sorrowful narrative through a beautifully composed music video. It highlights how the artisans genuinely enjoy doing what they do and love their craft, which is a part of their cultural legacy.

Speaking about Bhaande Bois, Aditya Agrawal, Co-founder of P-TAL adds, Whenever people talk about artisans, they often associate their lives with one filled with sorrow and unfulfilling lives, struggling to survive or finding a means of livelihood. At P-TAL, we believe that our artisans are not just artisans—they are true rock stars! In 'Bhaande Bois,' you will see them joyfully celebrating, and that's what we want our viewers to do as well! 'Bhaande Bois' celebrates their beautiful craft, culture, and legacy. When you purchase from artisans, it's not out of a sense of obligation but a genuine desire for their creativity. It's a choice that respects their craft and values their contribution to our cultural heritage.



Related News

Falguni Pathak Spotted In Swiggy Instamart’s Navratri Campaign, Leaving Users...

Additionally, the campaign introduces Falguni’s latest Garba hook step tutorial, available on Swiggy Instamart, so users can learn and share....

October 08, 2024

Jackie & Tiger Shroff Unite On Screen For Uber’s Latest...

The campaign aims to redefine the perception of urban mobility by showcasing how Uber removes the struggle from travel, allowing....

October 03, 2024

WebEngage Partners With SGA PR To Amplify Global Retention Marketing...

This collaboration marks a breakthrough in SGA PR’s expansion into the MarTech space and further strengthens the consultancy’s portfolio in....

October 01, 2024

WebEngage Report Reveals 70% of Marketers Battle Customer Retention Challenges...

Brands typically begin pre-festive campaign planning 3-6 months in advance, with 54% launching campaigns within 30 days of the festivities.

September 30, 2024