Shark Tank India season 3 fame, P-TAL, a D2C brand, is celebrating their
artisans and rejoicing in the sound of their handcrafted utensils.
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.
Video Embedded:
https://www.youtube.com/watch?v=Oi4ieLN9eKo
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.”
ABOUT P-TAL:
P-TAL is an artisanal brand dedicated to modernising
traditional brass, copper, and bronze cookware with rich Ayurvedic benefits.
Each product is meticulously handcrafted by artisans practising India's
UNESCO-listed craftform, using 100% pure A-grade metals. P-TAL supports over 80 artisan families, significantly
increasing their incomes, and has earned trust among top chefs worldwide.
Featured on Shark Tank India Season 3,
P-TAL secured an all-shark deal, highlighting its commitment to transforming
age-old traditions into contemporary kitchen trends that blend heritage
craftsmanship with innovative design.
Beyond preservation, P-TAL aims to make traditional items relevant
and exciting for modern lifestyles. By bridging heritage with modernity, P-TAL
not only preserves cultural legacies but also introduces them to a global
audience. This approach ensures that each piece not only carries historical
significance but also meets the demands of today's kitchen enthusiasts, making
P-TAL a leader in revitalising ancient practices for the modern world.