P-Tal Unveils Music Video ‘Bhaande Bois’ As A Tribute To Their Artisans

EE News Desk Jul 16, 2024

Shark Tank India Season 3 fame, P-Tal, a D2C brand, celebrates their artisans and rejoices in the sound of their handcrafted utensils

P-Tal, an ayurvedic, artisanal brand dedicated to reviving traditional cookware, has announced the release of its 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, 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.”