Espírito Kashi (a luminous state of mind) is a non-profit media organisation rooted in Varanasi. It is redefining ways of safeguarding the intangible cultural heritage of India using the practice of visual anthropology. Our unique approach includes conducting audio-visual ethnographic research to produce aesthetically-rich films on oral traditions of India, and using new media technologies to disseminate the films in urban as well as rural settings. Its aim is to build an interactive, contextual and publicly-accessible archive of Indian folklore. The strategy is to produce shared knowledge with the communities about their oral traditions, in the form of aesthetically-rich, audio-visual content, and use new media technologies to disseminate the content in urban as well as rural settings. Espírito Kashi aims to make the audience participate in the performance, break the cultural barrier between the viewers and performers, and thereby, increase cultural sensitivity. The venture aims to safeguard folklore/ICH of India and develop Visual Anthropology in India in a world of songs and revitalising some of the most powerful yet neglected forms of music.