
Alive India and ITC Aashirvaad Svasti Milk releases Chhath Puja anthem
Alive India, an artist-driven multilingual music label, partnered with ITC Aashirvaad Svasti Milk to celebrate Bihar’s largest cultural festival, Chhath Puja, by releasing an original anthem, “Chhath Puja Ji Aashirvaad.”
The song was launched across major audio streaming platforms, as well as the Aashirvaad Svasti Milk and Alive India YouTube channels.
Featuring Bollywood playback singer Rekha Bhardwaj, known for singing hit songs like “Kabira,” “Namak Ishq Ka,” and “Darling,” the anthem is an ode to Bihar’s cultural heritage.
The composition is backed by over 100 live instruments and rich Bhojpuri lyrics.
Traditional instruments like the shehnai, dholak, and sat matra taal, combined with layered vocals, captured the vibrant essence of Chhath Puja.
More than 6,500 Instagram reels were created on the song in just two days since it was released online.
2.5 million streams and views were recorded on the Aashirvaad Svasti Milk and Alive India YouTube channels.
Over 7 million impressions were recorded across digital platforms.
Speaking about the project, Supratiek Ghosh, lead singer of Aurko and founder of Alive India, said: "I am thrilled to partner with ITC Aashirvaad Svasti Milk, a brand I truly admire, to create a rooted song that celebrates the spirit of Chhath Puja."
"Using native instruments and rich vocals, we’ve crafted a hummable melody brought to life by Rekha Bhardwaj’s soulful voice," he said.
Top Headlines
-
Lifestyle
Rotary Club Calcutta West Ridge hosts creative writing competition among schools, colleges on Sister Nivedita
April 11, 2025
-
Lifestyle
Bengali music industry icons participate in 'Bhalobashi Bangla Ke Naboborsher Maha Jolsha'
April 04, 2025
-
Lifestyle
Department of Atomic Energy, Rotary District 3291 host collaboration seminar
March 12, 2025
-
Lifestyle
Kolkata: Ethnic Boutique presents 'Elegance in Empowerment' to celebrate women achievers
March 12, 2025
-
Lifestyle
Kolkata: Rotary Club of Calcutta Sun City hosts international cultural exchange with Russia at ICCR
February 28, 2025
-
Lifestyle
Second edition of India's first and only witch festival held in Kolkata
February 28, 2025
-
Lifestyle
Jaynagarer Moya: Bengal winter's gift to epicureans
January 30, 2025
-
Lifestyle
Tarun Bhattacharya, Vishwa Mohan Bhatt leave music lovers mesmerised with their electrifying performance
January 28, 2025
-
Lifestyle
Rotary Club of Calcutta Metro City to support patients at the Thalassaemia Society of India
January 21, 2025
-
Lifestyle
Lake Club's annual classic car award show in Kolkata spotlights automobile passion and conservation
January 14, 2025