The song has been launched across multiple platforms and it highlights the Maharashtrian culture and heritage.
P N Gadgil & Sons, the Maharashtrian jewellery firm headquartered in Pune, has unveiled its recent music video called ‘Theva.’ It showcases some of the best aspects of Maharashtrian heritage in the form of classic dressing, traditional dance, and song and their latest jewellery collection, which is also named ‘Theva (to cherish something).’
The music video features Spruha Joshi, Nivedita Saraf, Amruta Deshmukh, Krutika Deo, Mrunal Deshpande, Rujuta Deshmukh, Usha Nadkarni, and Keya Ingle. These eight leading ladies of Marathi entertainment lend an authentic and heart-warming Maharashtrian vibe to the song’s beats and lyrics, making it truly an experience to cherish for the viewers.
Speaking about this, Aditya Modak, Co-founder of Gargi by P N Gadgil & sons, said, “P N Gadgil and Sons is a brand that has truly reflected the Maharashtrian culture and heritage since the 19th century. Over the decades, the brand has undergone several transformations in sync with the changing times. Still, it has constantly delighted Marathi women with its exquisite designs and cultural alignment with the region. Today, we are present across 23 cities in 3 states and a steadily growing network of 29 company-owned showrooms.
Through Theva collection, we have introduced a unique combination of innovative temple motifs and elements of nature from Maharashtra that would go a long way in rekindling the desire for jewellery rooted in heritage.”
The ‘Theva’ song is set on the backdrop of Mangalagaur, a custom followed by some Maharashtrian houses. In this custom, the newly married bride prays to Goddess Annapurna and Lord Shiva for her husband’s long life. This custom is performed only with the house’s women the entire night. Women dance, sing, and gossip when they get together to perform this ritual. Theva has tried to encapsulate the authentic custom where the song is sung in a conversational, teasing, and fun manner, and women bond and relive old memories.
The song has brought five generations together, and each woman has identified herself through the piece of jewellery she is wearing. The idea of the song is to showcase the jewellery by P N Gadgil and Sons in a way that familiarizes non-Marathi audiences with Maharashtra's
authentic culture and heritage.
Every year P N Gadgil and Sons release videos highlighting the brands’ ethos and value system. Last year the videos with a strong message of doing good for others selflessly, which had received rave reviews. Continuing the same line of creating videos with messaging ideas, ‘Theva’ will further the tradition.
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