Sereki’s Majuli-themed campaign weaves Assamese heritage into timeless handloom elegance

Syllad | The Rising MeghalayaFebruary 2, 2025

In a heartfelt tribute to Assam’s cultural legacy, indigenous handloom brand Sereki has unveiled a captivating new campaign inspired by the ethereal beauty of Majuli, the world’s largest river island. With its exquisite handwoven Mekhela Sador collections, Sereki artfully intertwines tradition and modernity, celebrating the strength, creativity, and elegance of Assamese women.

The campaign unfolds as a visual and emotional journey through Majuli, offering an intimate look at the island’s rich traditions, vibrant artistry, and tranquil landscapes. At its core is the story of three young women who embark on an enchanting day of exploration—wandering along the Brahmaputra’s banks, witnessing age-old crafts like mask-making, and immersing themselves in the serene life of the island’s Xatras (Vaishnavite monasteries).

Their adventure captures the essence of Majuli’s simplicity, deep-rooted cultural heritage, and the timeless grace of Assamese attire. As the women cycle through narrow village paths, laugh with local children, and relish moments of unfiltered joy, the campaign subtly highlights Sereki’s vision—where every weave tells a story, and every Mekhela Sador carries a piece of Assam’s soul.

Speaking on the inspiration behind the campaign, Anuksha Khargaria, co-founder of Sereki, shared, “Majuli holds a special place in Assam’s heart, and through this campaign, we wanted to capture its magic, simplicity, and beauty. Sereki is more than just a handloom brand—it reflects the strength and grace of Assamese women, and we want to share this story with the world.”

Founded in 1993 by Reema Khargaria, Sereki has been a pioneer in preserving artisanal craftsmanship while embracing contemporary design. With each Mekhela Sador, the brand ensures that Assam’s cultural identity remains vibrant and celebrated on a global stage.

As the sun sets on Majuli and the women rush home, the campaign leaves viewers with a lingering nostalgia—a reminder that heritage is not just worn, but lived. Through this initiative and many more to come, Sereki continues its mission to bring Assam’s stories, weaves, and traditions to life—one exquisite thread at a time.