Edstead has teamed up with Air India Express and Dentsu Sports & Entertainment for Voices of the Land, a six-part docuseries starring actor Adarsh Gourav, premiering on JioHotstar on July 3.

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The series follows Gourav as he journeys across the Northeast, documenting the traditions, music, folklore and everyday lives of indigenous communities – including the Angami of Nagaland, the Sherdukpen of Arunachal Pradesh, the Khasi of Meghalaya, and the Biate and Mising of Assam.

Air India Express features as the presenting partner, with Dentsu Sports & Entertainment coming on board as the integration partner. The project extends Air India Express’ Tales of India initiative, which has previously spotlighted regional cultures through its aircraft tail art programme.

Shekhar Bhattacharjee, founder at Edstead, called the project personal, being from the Northeast himself, and framed it as part of a larger shift – audiences gravitating toward authentic, purpose-driven storytelling, with brands increasingly stepping in as enablers of cultural conversation rather than pure destination marketers. He credited Air India Express for choosing to spotlight people and traditions instead of simply promoting travel routes.

Adarsh Gourav described the experience as eye-opening, particularly the depth of ecological and traditional knowledge held by these communities, and called the series meaningful precisely because it centers both nature and the generational wisdom tied to it.

The series has been produced and creatively developed by Charu Budhiraja at Edstead, and will stream on JioHotstar starting July 3, 2026.