ITC Aashirvaad Svasti releases music video to celebrate traditions of Chhath Puja

New Delhi: ITC’s Aashirvaad Svasti launched a song themed on Chhath Puja featuring singer ‘Rekha Bhardwaj’. 

The song celebrates the cultural significance of the festival portrayed through the emotive voice of Bhardwaj. 

The song is created in collaboration with Alive India Music Foundation, led by the singer, composer, and songwriter Supratiek Ghosh.

Music Video:

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, Vice President & 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 honoured to celebrate this festival that resonates so deeply with our values. Through this collaboration, we honour the traditions of Bihar and aim to bring communities closer, enhancing the spirit of the festival.”