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.