Guwahati, February 2, 2025: Sereki, the renowned indigenous handloom brand, has unveiled a captivating new campaign that draws inspiration from Majuli, the scenic river island of Assam, to celebrate the region’s rich cultural heritage. Known for its exquisite Mekhela Sador designs that blend traditional craftsmanship with modern aesthetics, the campaign seeks to showcase the elegance, strength, and creativity of Assamese women.
The visually stunning campaign takes audiences on a journey through Majuli, offering a rare glimpse into the island’s daily life and deep-rooted traditions. The narrative follows three young women as they explore the tranquil landscapes of Majuli, walking along the Brahmaputra River, witnessing the traditional raakh ceremony, and learning about the Xatra culture, including the intricate mask-making traditions.
As the women experience the island’s simple pleasures—cycling along narrow paths, relaxing by the river, and playing with local children—the campaign highlights Majuli’s timeless beauty and cultural significance. The connection between the women and their surroundings underscores the essence of Assamese femininity and the brand’s commitment to preserving artisanal craftsmanship.
Founded in 1993 by Reema Khargaria, Sereki has been a champion of Assamese heritage, offering contemporary handloom designs that celebrate the region’s rich history while embracing modern fashion sensibilities. The brand’s Mekhela Sador collection stands as a symbol of grace and craftsmanship, representing both tradition and innovation.
Anuksha Khargaria, co-founder of Sereki, shared, “Majuli holds a special place in the heart of Assam, and this campaign captures the magic, simplicity, and beauty of the island. Sereki is more than just a brand—it is a celebration of Assamese strength, grace, and heritage.”
The campaign artfully concludes with the women returning home as the sun sets, a poetic reminder of the timeless allure of Majuli and the cultural narratives that each Mekhela Sador weaves. Through this campaign, Sereki invites the world to experience the essence of Assam through its handwoven designs.
“As the Mekhela Sador gains popularity among designers and fashion connoisseurs, we feel it is our duty to share the rich stories of Assam’s culture and craftsmanship,” Anuksha added. “Every piece of Sereki’s Mekhela Sador tells the story of Assam, its people, and its traditions.”
