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P-TAL celebrates artisans with ‘Bhaande Bois’ music video

The inspiration for Bhaande Bois comes from the Punjabi word ‘bhaande,’ meaning utensils, and their artisans are the ‘boys’. This video campaign, the first for a D2C brand, celebrates artisans as rock stars, shining light on their passion and cultural heritage

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BuzzInContent Bureau
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Delhi: P-TAL, an ayurvedic, artisanal brand, has announced 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 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 composed by Khwaab Music. 

Directed by Dawat-e-Hind and filmed by Nazaare Productions, the video highlights the skills and dedication of the artisans. It offers a glimpse into their daily lives and work.

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 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. 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, added, “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.”