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Tag: Shankar Mahadevan

  • “Rajadhiraaj: Love. Life. Leela” music album by Sachin-Jigar now streaming on all music platforms

    “Rajadhiraaj: Love. Life. Leela” music album by Sachin-Jigar now streaming on all music platforms

    MUMBAI: The enchanting songs of ‘Rajadhiraaj: Love. Life. Leela.’, which gracefully brought Shri Krishna’s timeless leelas to life in the mega-musical, is now available on all music streaming platforms worldwide. Conceptualised by visionary Dhanraj Nathwani, the soundtracks of the theatrical have been composed by renowned composer duo Sachin-Jigar, and the lyrics have been penned by celebrated lyricist Padma Shri Awardee Prasoon Joshi.

    20 original melodic tracks, which illuminated the auditorium with their captivating lyrics and lively scores, are now available for streaming, allowing audiences to immerse themselves in the magic of the grand musical. The songs elegantly capture the unconditional love between a mother and son, the enchanting love story of Radha and Krishna, and the mischievousness of Balgopal, evoking a wide range of emotions.

    Dhanraj Nathwani said, “Music stirs a rich blend of emotions and leaves a lasting impact on individuals. And Rajadhiraaj’s songs have resonated deeply with the audience across generations, Shri Krishna’s leelas have reached them through music. The enthusiasm we witnessed among the spectators here in Delhi and Mumbai led us to release these soul-stirring songs on the streaming platforms, ensuring they reach a wider audience. Of the 20 tracks, we are releasing 11 right now. We are hopeful that everyone will love them as much as we loved creating them.”

    The composition is a blend of Western symphonic elements from Budapest and Indian classical music, highlighting multiple musical genres such as haveli sangeet, Rajasthani and Gujarati folk, Sapakra, Raas Garba, and Hindustani semi-classical music. To capture the flavours of various regions of India, the musical duo also incorporated local instrumentalists, including tabla, dholak, shehnai, and others. The songs have been sung by renowned singers like Shankar Mahadevan, Shreya Ghoshal, Kailash Kher, Sachin Sanghvi, Parthiv Gohil, Keerthi Sagathia and Jonita Gandhi.

    Revealing the idea behind the creation of the lively composition, music composer Sachin-Jigar said, “It was an interesting as well as quite challenging project for us and we thrive on such experiences. We have grown up hearing the songs and stories of Shri Krishna from our grandparents and this musical was an opportunity to bring the Krishna we know to the audience. To add depth, we blended Western and Indian classical music, while also experimenting with different local instruments to create unique and dynamic melodies. Each song is different from the other, and each one is close to our hearts.”

    After a stellar run at Mumbai’s Nita Mukesh Ambani Cultural Centre (NMACC), ‘Rajadhiraaj: Love. Life. Leela.’ — the world’s first mega-musical on Shri Krishna’s life graced Delhi’s Jawaharlal Nehru Indoor Auditorium in the last week of November. Executive Producer Bhoomi Nathwani presents the musical masterpiece, which seamlessly blends rich storytelling, stunning visuals, and soul-stirring live music. The show received an enthralling response from the audience in both cities, uniting generations under one roof to celebrate the rich tapestry of art, culture, and tradition. The musical is set to premiere in Dubai in 2025.

    To tune into the songs, click on the below-mentioned links:

    JioSaavn: https://www.jiosaavn.com/album/rajadhiraaj-love.life.leela/995QMoAPKDA_

    Spotify: https://open.spotify.com/album/4L9N1MAhACgO6WdAl2stxM?si=whHtEZiGTzOIeH1zOrVQZw&nd=1&dlsi=89628b3ce0684067

    Apple Music: https://music.apple.com/us/album/rajadhiraaj-love-life-leela/1783979815

    YouTube Music: https://music.youtube.com/playlist?list=OLAK5uy_ngd7O4bJYbdp47QOeaahe4QrvcoMOyVIk&si=J50UDp2UEFQilnP1

  • Lauritz Knudsen Electrical and Automation chooses L&K Saatchi & Saatchi India as advertising partner

    Lauritz Knudsen Electrical and Automation chooses L&K Saatchi & Saatchi India as advertising partner

    Mumbai – Lauritz Knudsen Electrical and Automation, formerly known as L&T Switchgear, has partnered with L&K Saatchi & Saatchi, a part of Publicis Groupe India, as its new advertising agency. It has unveiled a powerful campaign to enhance brand resonance and align with the new identity following its acquisition by Schneider Electric in 2020. The campaign seeks to strengthen the trust and heritage associated with the L&T Electrical & Automation brand under its new name – Lauritz Knudsen.

    Directed by renowned filmmaker Ashim Ahluwalia and featuring an inspiring anthem by music maestro Shankar Mahadevan, the magnum opus film opens with a compelling shot of L&T Switchgear’s original signage. It then takes the viewer on a journey through houses, hospitals, agricultural lands and various geographies to show how L&T Switchgear has contributed to the country’s growth through its partnerships and products. The film seamlessly transitions between scenes via their products, finally culminating on the same sign, now under a new name: Lauritz Knudsen.

    Schneider Electric India VP- Global Marketing, CMO, Rajat Abbi said, “Lauritz Knudsen Electrical and Automation, Formerly L&T Switchgear, boasts a remarkable 70+ year legacy in powering the electrical industry and resonating with the heartbeat of the nation. Despite the name change, our core identity remains unchanged – it’s only the trust of our customers and partners that now carries a new name. Collaborating with L&K Saatchi & Saatchi, we’re happy that the team aligned with our values and helped us bring our vision to life. Effective storytelling is pivotal to any campaign, and our new brand film weaves together our entire journey and our key offering, beautifully. We eagerly anticipate the creativity that L&K Saatchi & Saatchi will bring to the table next.”

    L&K Saatchi & Saatchi CCO Rohit Malkani said, “One doesn’t often get to work with a musical genius, a renowned filmmaker and a voice that has moved millions, all in one TVC! That’s precisely what Lauritz Knudsen offered us in terms of an opportunity. The film has really been the icing on the cake after a toughly contested pitch. The challenge was to not just establish the new name and identity strongly but also tell the story of L&T Switchgear and its journey in building India. The result is a seamless piece of storytelling, weaving all practices in one symphony.”

    L&K Saatchi & Saatchi executive director Atin Wahal said, “It is our privilege to partner with Lauritz Knudsen Electrical & Automation, a brand with a rich 70-year legacy in India, at this pivotal stage of their rebranding journey. At L&K Saatchi & Saatchi, we prioritise understanding our client’s business and delivering impactful results. This campaign underscores the brand’s legacy of trust while highlighting its continuous evolution towards a brighter future. The campaign is reassuring, uplifting and beautifully integrates the core values of both the brands.”

    The campaign has been rolled out across TV and digital platforms, ensuring broad reach and engagement. It also includes a partnership with India’s renowned game show Kaun Banega Crorepati. The campaign is being broadcast in multiple languages — Hindi, Malayalam, Telugu, Tamil, and Kannada — demonstrating the brand’s pan-India presence.

  • Jackie Shroff, Shankar Mahadevan, and Prabhu Deva ‘seen’ like never before in MakeMyTrip’s quirky #AsliStar campaign

    Jackie Shroff, Shankar Mahadevan, and Prabhu Deva ‘seen’ like never before in MakeMyTrip’s quirky #AsliStar campaign

    Mumbai: Amidst the high-octane advertising mélange that is the IPL season, MakeMyTrip’s latest campaign truly stands out. India’s leading online travel company plays on the much-expounded benefits of ‘star power’ albeit with a twist, where the stars signed for the campaign never really show their face.

    The campaign comprises four films starring Bollywood actors – Jackie Shroff, dancer & actor Prabhu Deva, Grammy-winning singer-composer Shankar Mahadevan. Each of these personalities are so distinct in their style, voice and attitude that anyone familiar with their work will recognise them even without seeing their face. MakeMyTrip plays on this insight to showcase the platform as the ‘Asli Star’ (real hero) of the campaign, highlighting the benefits of booking hotels and homestays on the platform. Jackie dada drops Shakespeare-sque gems about maximising on life’s experiences whether on a trip or beyond; Prabhu Deva shares his love for dancing with abandon especially when your hotel room has all the amenities conducive to it; and Shankar Mahadevan sings breathlessly to cover the myriad offers available on the platform. A fourth film featuring two cricketing legends will go live later this week. Peppered into the ad films are inside jokes for the delight of true fans, and lovers of internet culture which audiences would love to keep their eyes peeled for.

    MakeMyTrip chief marketing officer and CBO – Corporate Raj Rishi Singh said, “When it comes to advertising, our goal is to keep upping the ante on the quirk-factor or the humour in our campaigns. Easily relatable situations, characters and people are brought into the fold of the brand’s communication but with a distinct MakeMyTrip edge. For this campaign too, we wanted to spotlight our fabulous hotels and homestays offerings with an equally fabulous star cast. It turns out that each of the personalities in our 4 films are real-life patrons of our platform. This information and their own distinct personal styles combined really brought our vision to fruition.”

    This creative campaign has been conceptualised by the creative agency Talented and directed by Suresh Triveni, Open Image and Radhika Produces Films. Talented creative Pearl Alex said “How bold the client, and how humble the celebrity, who hears a concept like this and says yes! Credit to co-founder & CCO P.G. Aditya for not just the creative device, but also letting no one shy away from it. We wanted to work with talent who had stories & personalities bigger than their face value, and an even bigger heart to attempt this format. All the inside jokes and ‘was that really him?’ moments in each film were intentional for rewatchability. If you’re going to see an ad umpteen times, we may as well make it fun, giving you something new to spot each time!”

    The first three films are live on television and across all social platforms. 

  • Air India launches new inflight safety video

    Air India launches new inflight safety video

    Mumbai: Air India, India’s leading global airline, has unveiled ‘Safety Mudras’, the airline’s new inflight safety video that seamlessly blends safety instructions with the kaleidoscope of India’s vibrant culture. Developed in collaboration with the visionary trio of Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan and Bharatbala, the video is meticulously crafted to engage passengers and showcase the diversity and depth of the Indian culture, while delivering essential safety information.

    For centuries, Indian classical dance and folk art forms have served as mediums of storytelling and instruction. Air India’s new inflight safety video integrates safety instructions with mudras or dance expressions in eight diverse dance forms – Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha – from around the country. Each featured dance form presents a specific safety instruction, providing vital information in an engaging and culturally immersive manner.

    Air India CEO & MD Campbell Wilson said: “As a flagbearer of the country and a longstanding patron of Indian art and culture, Air India is delighted to present a work of art that is designed to deliver essential safety instructions while showcasing India’s rich cultural diversity to travellers around the world. Our guests will find this inflight safety video to be more immersive and informative, and a warm welcome to India from the moment they step onboard.”

    Featuring music composed by Grammy Award-winning music composer and singer Shankar Mahadevan, the video invites passengers to experience a harmonious fusion of safety and culture. This project, spanning approximately six months, involved creators travelling and capturing the essence of India visually through mesmerizing locations across the length and breadth of the country.

    The safety video will be initially accessible on Air India’s recently introduced A350 aircraft, which is equipped with state-of-the-art inflight entertainment screens. It will be progressively deployed on other aircraft in Air India’s fleet.

    McCann Worldgroup Asia Pacific chairman, McCann Worldgroup India CEO & CCO; and celebrated writer & lyricist Prasoon Joshi:

    “Tasked with the challenge to create a concept that keeps passengers engaged, embody Indian culture and elevate the Air India brand globally, we went to great lengths to poise the essential and the evocative. Indian classical dance forms have one unique dimension – storytelling. And that is what made me think of this idea of using these Indian dance forms to deliver the safety instructions for air travel.

    I am fortunate that this idea found resonance with the fantastic Air India team. And, with a longtime friend and ever brilliant Bharatbala who really made this thought possible. It’s indeed a matter of pride for McCann to work with Air India.”

    Celebrated Indian music composer and singer Shankar Mahadevan:

    “I am very happy I got to create the music for the safety instruction video for Air India. With the new chapter of Air India, their safety instruction video too is pathbreaking and very culturally rich. It is a combination of the various dance forms from India – with the dancers demonstrating the safety briefing actions by way of mudras. The music changes as per the dance form as well. Cheers to Air India for creating something that has never been done before, I am very proud to be a part of this.”

    Indian film director, producer and screenwriter Bharatbala:

    “Having previously worked on projects that showcase the cultural diversity of India, this nuanced opportunity from Air India, enabled me to present our timeless classical and folk-art forms with a contemporary vision. We are an ancient country but with a modern outlook. And for India’s leading global carrier, Air India, to communicate a safety mandate in this manner brought even more responsibility on me to create a spectacle. Filming across the beautiful landscapes and monuments, giving each dance form its place of pride, is truly an enriching experience. This journey enables the passengers to experience India visually, musically, and emotionally on a grand canvas. This film will be etched as one of my special creations and I hope will be an added feather in the rich legacy of Air India. Welcome on board!”

  • Sadak Suraksha Abhiyan 2024: “Samvedana ka Safar” highlights a holistic approach to road safety

    Sadak Suraksha Abhiyan 2024: “Samvedana ka Safar” highlights a holistic approach to road safety

    Mumbai: The Sadak Suraksha Abhiyan 2024: “Samvedana ka Safar”, spearheaded by the Ministry of Road Transport and Highways (MoRTH) under the esteemed leadership of the minister Nitin Gadkari, culminated in a four-hour telethon, leaving a lasting mark on India’s road safety landscape. Partnering with the SaveLIFE Foundation (SLF), a leading non-profit organisation in India dedicated to improving road safety and emergency medical care in India since 2008, the initiative emphasized ‘empathy’ as its core theme, urging responsible behavior and respect for life on the roads.

    The minister shared his personal experience, highlighting the critical need for change. Nitin Gadkari stated, “In our country, around 500,000 accidents occur every year and in 2022 the loss of lives stood at 168,000 with 450,000 people getting injured. While we continue to improve road and vehicular engineering, this campaign aims to foster collaboration and empathy among road users to drive behaviour change.”

    SaveLIFE Foundation founder and CEO Piyush Tewari emphasised the impact of the campaign, saying, “Road crashes pose a significant public health challenge in India. Effectively conveying the safety message to the public, fostering empathy, and promoting a profound respect for life is essential. The Sadak Suraksha Abhiyan stands out as a pioneering initiative in this crucial endeavor, and SaveLIFE Foundation is proud to lend support for the cause.”

    The telethon featured eminent personalities, including Nitin Gadkari and Bollywood legend Amitabh Bachchan. Leading actors Pankaj Tripathi and R Madhavan were also an integral part of the campaign along with celebrated singer and composer Shankar Mahadevan; chairperson of the Central Board of Film Certification, Prasoon Joshi; and author and philanthropist, Sudha Murty. The launch of the Sadak Suraksha Anthem by Shankar Mahadevan, with lyrics by Prasoon Joshi, resonated with the campaign’s foundational pillars – respect, patience, safety, and collaboration.

    Amitabh Bachchan stressed the need for collective action, stating, “Every day, 460 Indians lose their lives in road accidents, which amounted to a staggering 19 deaths every hour. As a nation, we need to work together to prevent these accidents, just like we fought the Covid-19 pandemic.”

    Network 18 (broadcast) and MD A+E networks CEO Avinash Kaul emphasised, “The Sadak Suraksha Abhiyan 2024 has revealed significant findings regarding road safety. As a nation, we must work together to prevent road accidents and work towards creating a culture of responsibility and safety.”

    The telethon also served as a significant platform for accident victims to share their personal experiences, thereby humanizing the statistics and highlighting the need for urgent action.

    Network 18 CEO (digital) & president – corporate strategy Puneet Singhvi stated, “The Sadak Suraksha Abhiyan 2024: “Samvedana ka Safar” initiative is a commendable and collaborative effort to promote road safety in India. As the 2024 edition concludes, let us make a commitment to make responsible choices, embrace empathy and compassion, and ensure safer roads.”

    The telethon also brought to light the Supreme Court’s resolute stance on mandatory emergency care at hospitals and stressed the importance of integrating road safety education into school curriculums. While the “Samvedana ka Safar” journey concludes, its impact will continue to resonate in the ongoing endeavors to make Indian roads safer for all. The multifaceted discussions and the powerful anthem pave the way for a safer and more compassionate India on the road.

    Embed link: https://www.youtube.com/watch?v=1_WfrjvoVCE

  • Cipla launches a song with Shankar Mahadevan for the Tuffies campaign

    Cipla launches a song with Shankar Mahadevan for the Tuffies campaign

    Mumbai: Empowering kids living with chronic respiratory conditions like asthma through the magic of music, Cipla forays into the next phase of its Tuffies campaign with a new song. The mighty melody has been sung and composed by Shankar Mahadevan and conceptualised with creative agency ^ a t o m network. With the aim of spreading the Tuffies mission nationwide, the new song will be part of the company’s strengthened efforts to promote paediatric respiratory care awareness through both online and offline channels. The Tuffies song is now available across Cipla’s social channels.

    Speaking on the launch of the new song, Cipla Ltd CEO – one India business Achin Gupta said, “Music has always been an incredible medium of expression and at Cipla we have tremendous belief in its ability to inspire, motivate and unite. We’re excited to launch the ‘Dhan-ta-daa’ song specifically created for little Tuffies across the country and we’re especially excited to have collaborated with the talented Shankar Mahadevan to help us bring the spirit of ‘Tuffies’ alive.”

    Singer and composer Shankar Mahadevan said, “Music is a powerful tool for storytelling and I’m so happy to have been presented with the opportunity to be part of such a special project that brings attention to a serious and relevant cause. Learning about the impact of a disease like asthma on little ones across the country was an eye-opener and Cipla’s commitment to these little ‘Tuffies’ is commendable. Melodious and catchy, our hope is that this song resonates with children, enabling them to take charge of their own health and give them the courage to achieve their full potential.

    The song launch will be coupled with new initiatives that includes a second comic book titled, ‘Mystery of the Lost Kitty’, which for the first time has been co-created with Indian paediatricians. Furthermore, recognizing the crucial role of schools in promoting health education, the company has rolled out the ‘Tuffies ki School Yatra’ to 1000 plus schools across the country. Through this hands-on approach the company hopes to empower students and staff with the knowledge to navigate respiratory conditions, dispel misconceptions, and promote proactive respiratory health management. In addition to asthma screening opportunities, the yatra includes fun activities like blow painting for kids, engaging group sessions with healthcare professionals for staff members, and opportunities for parents to feature their child in the next Tuffies comic book.

    Link to read second comic book, ‘Mystery of the Lost Kitty’: https://www.breathefree.com/tuffies/read-comics/

    Speaking on the new comic book and the ‘Tuffies Ki School Yatra’, Cipla Ltd CEO – one India business Achin Gupta,  “Addressing India’s young population, where 70-82% of those suffering from wheezing or severe asthma remain undiagnosed[1], Tuffies aims to educate and entertain children in a relatable language. Exemplifying the power of tailored creative storytelling in effectively engaging audiences, the slew of offline and online activities will only further bolster these ambitions and aid our mission of raising awareness about paediatric respiratory care”.

    Led by the delightful, animated characters Vicky, Mini, Gullu and Mr. Puffy – Tuffies hopes to inspire children with respiratory conditions, like asthma, to take charge of their health through dynamic storytelling and engagement. It also assists parents and caregivers in distinguishing between accurate information and misconceptions about these conditions.

    Disclaimer: This information is only for general awareness and is neither intended nor expected to promote, use, or endorse any product or encourage use of medicines or treatment in any way nor implied to be a substitute for professional medical advice nor for diagnosis or treatment/cure of any medical condition. The views expressed are independent opinion based on studies from validated qualified sources. Your discretion must be exercised before using the information for consulting doctor. Please consult your doctor/registered medical practitioner before starting any treatment/medicine/ inhaler. This is being used only as a reference to create awareness and is not an advertisement.

  • CIPLA launches the TUFFIES SONG as part of the campaign with Shankar Mahadevan

    CIPLA launches the TUFFIES SONG as part of the campaign with Shankar Mahadevan

    Mumbai: Empowering kids living with chronic respiratory conditions like asthma through the magic of music. Cipla forays into the next phase of its Tuffies campaign with a new song. The mighty melody has been sung and composed by Shankar Mahadevan and conceptualised with creative agency ^ a t o m network. With the aim of spreading the Tuffies mission nationwide, the new song will be part of the company’s strengthened efforts to promote paediatric respiratory care awareness through both online and offline channels. The Tuffies song is now available across Cipla’s social channels.

    Listen to the Tuffies Dhan-ta-daa’ song:  

    Speaking on the launch of the new song, Cipla CEO – One India Business Achin Gupta said, “Music has always been an incredible medium of expression and at Cipla we have tremendous belief in its ability to inspire, motivate and unite. We’re excited to launch the ‘Dhan-ta-daa’ song specifically created for little Tuffies across the country and we’re especially excited to have collaborated with the talented Shankar Mahadevan to help us bring the spirit of ‘Tuffies’ alive.”

    Singer and composer Shankar Mahadevan said, “Music is a powerful tool for storytelling and I’m so happy to have been presented with the opportunity to be part of such a special project that brings attention to a serious and relevant cause. Learning about the impact of a disease like asthma on little ones across the country was an eye-opener and Cipla’s commitment to these little ‘Tuffies’ is commendable. Melodious and catchy, our hope is that this song resonates with children, enabling them to take charge of their own health and give them the courage to achieve their full potential.

    The song launch will be coupled with new initiatives that includes a second comic book titled, ‘Mystery of the Lost Kitty’ which for the first time has been co-created with Indian paediatricians. Furthermore, recognising the crucial role of schools in promoting health education, the company has rolled out the ‘Tuffies ki School Yatra’ to more than 1000 schools across the country. Through this hands-on approach the company hopes to empower students and staff with the knowledge to navigate respiratory conditions, dispel misconceptions, and promote proactive respiratory health management. In addition to asthma screening opportunities, the yatra includes fun activities like blow painting for kids, engaging group sessions with healthcare professionals for staff members, and opportunities for parents to feature their child in the next Tuffies comic book.

    Link to read second comic book, ‘Mystery of the Lost Kitty’: https://www.breathefree.com/tuffies/read-comics/

    Speaking on the new comic book and the ‘Tuffies Ki School Yatra’. One India Business at Cipla Ltd CEO Achin Gupta said, “Addressing India’s young population, where 70-82 per cent of those suffering from wheezing or severe asthma remain undiagnosed. Tuffies aims to educate and entertain children in a relatable language. Exemplifying the power of tailored creative storytelling in effectively engaging audiences, the slew of offline and online activities will only further bolster these ambitions and aid our mission of raising awareness about paediatric respiratory care”.

    Led by the delightful, animated characters Vicky, Mini, Gullu and Puffy – Tuffies hopes to inspire children with respiratory conditions, like asthma, to take charge of their health through dynamic storytelling and engagement. It also assists parents and caregivers in distinguishing between accurate information and misconceptions about these conditions.  

    For more information on Tuffies visit: www.breathefree.com/tuffies

  • Mumbai Festival unveils spectacular anthem: “Mumbai Ek Tyohar Hai”

    Mumbai Festival unveils spectacular anthem: “Mumbai Ek Tyohar Hai”

    Mumbai: The excitement surrounding the Mumbai Festival 2024 now reaches new heights with the launch of the influencer marketing activity to raise awareness of the festival, the thrilling “Mumbai Ek Tyohar Hai Hookstep Challenge” choreographed by Remo D’Souza, and invited social media users and influencers to create their versions on social media to spread festive cheer and win passes for various activities at the Mumbai Festival.

    With a fantastic lineup of renowned vocalists, “Mumbai Ek Tyohar Hai” features the mesmerising vocals of Sukhwinder Singh, the power-packed voice of Shankar Mahadevan, the soulful melodies of Harshdeep Kaur, the contagious energy of Falguni Pathak, the powerful tones of Avadhoot Gupte, and the rhythmic beats of The Dharavi Dream Project. This collaboration captures the spirit of Mumbai’s cultural diversity by bringing together a wide spectrum of musical talents. The anthem is more than a melody; it celebrates Mumbai’s soul.

    The anthem will become the city’s heartbeat with its throbbing beats and upbeat lyrics. It will echo throughout the streets during the upcoming Mumbai Festival from January 20 to January 28, 2024.

    With the resounding message of “Everyone’s Invited,” the Mumbai Festival seeks to unite individuals from all walks of life to celebrate the festive atmosphere of this cultural event.

    Mumbai EK Tyohar Hai

    Minister of Tourism, Government of Maharashtra Girish Mahajan said, “The Mumbai Festival will reflect the vibrant spirit Mumbai embodies. It will showcase everything Mumbai offers for people from every walk of life. This festival will turn the entirety of Mumbai into a festival that one will never forget. A celebration of this magnitude will only highlight Mumbai’s unique character globally, attracting tourists from all over the world who come to witness the depth of our city’s legacy.”

    Mumbai Festival Advisory Committee chairperson Anand Mahindra said, “As a Mumbai Festival Advisory Committee member, I am delighted to see this seminal cultural event take shape. A product of the collective efforts of Mumbai’s public and private sector stakeholders, the festival will be an unforgettable experience for tourists and Mumbaikars alike. A tribute to the city’s diversity and artistic enthusiasm, the festival showcases Mumbai’s true essence: “Sapno ka Gateway”, a melting pot of countless hopes, ambitions, cultures, and dreams.”

    Commenting on the anthem, composer of ‘Mumbai Ek Tyohar hai’ Music Anthem for the Mumbai Festival – Shamir Tandon expressed, “Mumbai, my birthplace, where dreams find their rhythm and aspirations thrive in the city’s pulse. It’s a vibrant tapestry where relentless dedication fuels ambitions into realities. Amidst a sea of talented musicians, engineers, and artists converging from diverse origins, I found my place within this bustling ecosystem.

    Crafting the “Mumbai Ek Tyohar Hai” anthem for the Mumbai festival was a cherished opportunity, a celebration that resonates with the essence of this cosmopolitan hub. Embracing voices from every corner of the nation in this lively metropolis, we stitched together ‘Mumbai Ek Tyohar Hai,’ an anthem harmonising myriad influences and genres.

    Through a symphony of varied instruments and melodies, we painted a musical canvas honouring the city’s unity in diversity. The resonating beats of the Nasik Dhol, the spirited rhythms of Garba, and the triumphant echoes of Balle Balle mirror the essence of Marathi, Gujarati, and Punjabi cultures interwoven seamlessly within Mumbai’s fabric.

    We welcomed iconic voices like Sukhwinder, Falguni Pathak, Avadhoot Gupte, Harshdeep Kaur, and others, and we captured the soul of their regions in every note. This amalgamation of talent and sonic heritage epitomises Mumbai—a perpetual festival that pulsates with life day and night, earning its title as the city that never sleeps. We have also captured the underbelly of Mumbai with Dharavi Boys rapping what they feel!

    In this anthem, we encapsulated Mumbai’s spirit—a melodic saga that unites myriad cultures into one symphony, echoing the unity in our city of dreams.”

    Award-winning singer and composer Padmashri Shankar Mahadevan said, “Thrilled to lend my voice to Mumbai Festival’s anthem, a rhythmic piece embodying diverse emotions, spirit, and unity. As a proud Mumbaikar, contributing to this project has been a joyous experience. Special thanks to the collective of singers, Sukhwinder Singh, Harshdeep Kaur, Falguni Pathak, Avdhoot Gupte, the Dharavi Boys and Shamir Tandon for infusing true brilliance into the anthem. Music, with its unique power to connect, will resonate through this anthem. I eagerly look forward to the Mumbai Festival, where our collective voices will echo the festive spirit of Mumbai.”

    Excited about the collaboration, Dolly from The Dharavi Dream Project said, “Dharavi, often recognised as the second-largest slum in Asia, conceals a treasure—the continent’s second-largest recycling hub. At The Dharavi Dream Project, our musical compositions draw inspiration from the beating heart of these streets. Our journey has been shaped by the genuine rhythms of Mumbai’s gullies, fostering a deep connection with the community. Through music, we empower the talented youth, transforming these streets into stages of opportunity, paving the way for a brighter tomorrow.”

    As the Mumbai Festival draws nearer, the anthem previews the cultural extravaganza that awaits, ensuring a nine-day celebration that will win over the hearts of tourists and Mumbai residents.

  • Zepto hits a six at IPL with its new campaign

    Zepto hits a six at IPL with its new campaign

    Mumbai: The grocery delivery app Zepto has launched its latest brand campaign at the IPL which made it the most talked about brands. Created by L&K Saatchi and Saatchi, the campaign is rooted in the fact that time is seen as an expandable commodity in India.

    Whether it’s waiting for your food at a restaurant or to board a flight, Indian Stretchable Time is something we’ve all experienced. Zepto stands apart with its proven track record of always delivering within the time committed.

    It brings alive this idea in a surprising way using three famous singers – Kailash Kher, Shankar Mahadevan and Usha Uthup to drive home the point. The campaign features them in unusual roles where they literally stretch time in their own inimitable style. And hence make the point for Zepto, and its on-time delivery promise.

    “Our consumers lead busy, fast-paced lives. At Zepto, through our on-time delivery promise and at the back of our exceptional tech, we constantly strive to let them know and reassure them that we value their time,” said Zepto chief marketing officer Amritansu Nanda. “This campaign, featuring some of the most iconic pop-culture voices of the country, brings alive our proposition of quick delivery and strikes the right chord with our core TG through relatable entertainment. It is also a critical milestone in our journey towards becoming synonymous with quick-commerce in India.”

    L&K Saatchi and Saatchi Jt NCD Kartik Smetacek commented, “It’s often said clients get the work they deserve. Zepto is case in point. From scripting these, to presenting them, to producing them, working on the campaign was an absolute pleasure, with the agency and client working as one team completely committed to the end product. I think the results speak for themselves.”

    Zepto is now available beyond Mumbai, Bengaluru, Delhi and includes Gurgaon, Chennai, Hyderabad, Pune and Kolkata, according to the statement.

  • Shemaroo Bhakti unveils its ‘Mahashivaratri’ collection

    Shemaroo Bhakti unveils its ‘Mahashivaratri’ collection

    Mumbai: Shemaroo Bhakti, the devotional-focused vertical from the house of Shemaro, has unveiled a new collection of devotional songs on the occasion of Mahashivaratri. The fresh compilation has renowned singers Shankar Mahadevan, Anuradha Paudwal, and Samar Singh lending their voices.

    The Mahashivaratri collection includes ‘Shiv Tandav’ by Shankar Mahadevan, ‘Shiv Gatha’ – a compilation of short stories on Lord Shiva – sung by Anuradha Paudwal, and a new bhajan ‘Hum Hai Deewane Mahakal Ke’ rendered in Hindi by Bhojpuri folk singer and actor Samar Singh.

    This new collection can be accessed exclusively on the Shemaroo Bhakti YouTube channel.