Navratna Oil has launched a new video with actor Amitabh Bachchanas an Acapella singer. Bachchan will be seen crooning the iconic song ‘Sar jo tera chakraye’ from the film Pyaasa. Created by Leo Burnett Orchard and directed by Nitesh Tiwari, the video has been digitally released on Youtube.
Speaking on this occasion, Harsha V Agarwal, Director, Emami Limited, said: “Sar Jo Tera 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 barber offering relaxing Champi has a very natural correlation with our brand Navratna which when applied for a head massage also offers instant relaxation from stress, tension, headaches and sleeplessness. It is almost as if the song had been written for Navratna only! We wanted to do something engaging for our consumers with this song and our brand ambassador, Amitabh Bachchan. Bachchan, a powerhouse of talent, is one of the most innovative & experimental artist even at this age. We are very happy that he agreed to don this new hat of an acapella singer for our brand Navratna that has every potential to make you feel relaxed and stress-free.â€
Added Nitesh Tiwari, the film’s director: “The music format of acapella is growing in popularity among the young music lovers of today. We found that the rhythm of Acapella style of singing has a very direct correlation with the rhythmic sounds and actions created by barbers while giving relaxing Champis to their clients. Amitabh Bachchan, the brand ambassador, also got instantly enthusiastic on learning about this idea and promptly agreed to lend his voice to this experimentation. It has been a wonderful experience for all of us and we have released the music digitally to connect better with today’s consumers who are digitally active and also love Bollywood music.â€