The legendary actor rhythmically captures the iconic “Champi” song ‘Sar Jo Tera Chakraye’
New Delhi, March 22, 2018: Navratna Oil, the ayurvedic therapeutic cool oil brand from the house of Emami Limited, launches Big B - Amitabh Bachchan in a never seen avatar of an ‘Acapella” singer. In a brand new music video, Big B can be seen crooning the iconic song ‘Sar jo teda chakraye’ from the film Pyaasa in an acapella style. Big B lent his baritone voice for this experimentation for the very first time in his entire illustrious career and has once again rewarded his fans with something to rejoice for.
Acapellais group or solo singing in choral style which is without instrumentalaccompaniment,where the background music is usually created by beats made by the human mouth,usually one linking to the other one, like hitting the floor, then the desk,then the wall to make a beat that goes together, while actually singing thesong. Meaning “in chapel style” in Italian, acapella originated from religiousmusic composed for use in chapels – which, unlike large churches, had no organsto accompany the song.
Created by Leo Burnett Orchard and directedby Nitesh Tiwari of ‘Dangal’ fame, the Navratna Acapellanumber sung by Big B has been digitally released on Youtube today.
Speaking on this occasion, Mr.Harsha V Agarwal, Director, Emami Limited, said, “Sar JoTera Chakraye, is one of the iconic musical hits from the movie ‘Pyaasa’that people still love to hum. The song and its portrayal of a barberoffering relaxing Champi has a very naturalcorrelation with our brand Navratna which when applied fora head massage alsooffers instant relaxation from stress, tension, headaches and sleeplessness. It is almost as if the song had been writtenfor Navratna only! We wanted to do something engaging for our consumers withthis song and our brand ambassador, Mr Amitabh Bachchan. Mr Bachchan, apowerhouse of talent, is one of the most innovative & experimental artisteven at this age. We are very happy thathe agreed to don this new
hat of an acapella singer for ourbrandNavratna that has every potential to make you feel relaxed and stress-free”
Incidentally, the same song in awinning combination of Navratna and Mr Bachchan as ‘Rahaat Raja’ created quitea stir last year in a TVC.
Mr. Nitesh Tiwari, the film’s director added,“The music format of acapella is growing inpopularity among the young music lovers of today. We found that the rhythm ofAcapella style of singing has a very direct correlation with the rhythmicsounds and actions created by barbers while giving relaxing Champis to theirclients. Mr. Amitabh Bachchan, the brand ambassador, also got instantlyenthusiastic on learning about this idea and
promptly agreed to lend his voice tothis experimentation. It has been a wonderful experience for all of us and wehave released the music digitally to connect better with today’s consumers whoare digitally active and also love Bollywood music.”
Toenjoy this Acapella number by Big B, please click on the following link:
The Navratna portfolio, fromthe FMCG major Emami Limited consists of Navratna Oil, Navratna XtraThanda Oil, Navratna Almond Cool Oil and Navratna Cool Talc.