Campaign India Team
Mar 20, 2018

Navratna Oil reveals Acapella avatar of Amitabh Bachchan

Watch the film conceptualised by Leo Burnett Orchard here

Navratna Oil has rolled out a film featuring Amitabh Bachchan as an 'Acapella' singer.
 
The film has been conceptualised by Leo Burnett Orchard and sees Bachchan singing ‘Sar jo tera chakraye’.
 
Harsha V Agarwal, director, Emami, 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 fora head massage also offers instant relaxation from stress, tension, headaches and sleeplessness." 
 
He added, "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, Mr Amitabh Bachchan. Mr 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.”
 
Amod Dani, ECD, Leo Burnett Orchard, said, “’Sar jo tera chakraye’ is a legendary song from the movie Pyaasa. And on the 60th anniversary of the movie and to commemorate the 25 years of Navratna we got Mr. Bachchan to do something he had never done before – sing and perform the acapella, a form of music composed and sung only by using the various parts of the body. Mr. Bachchan, as Raahat Raja, combines his expressions, his voice, his music, his persona to bring you a relief-mantra like never-before.”
 
The film was directed by Nitesh Tiwari and was published on YouTube on 14 March. 
 
 
 
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
You will never unsee Jif's man-squirrel in new spots from Publicis
Premium
2 hours ago

You will never unsee Jif's man-squirrel in new ...

The creative shop launched a double campaign with Jif and Smuckers.

Premium
Bobo and Bladder adventure through Elvie's funny ads about female incontinence
Premium
2 hours ago

Bobo and Bladder adventure through Elvie's funny ...

Tech start-up wants women with incontinence to know they are not alone.

Premium
The scent of a gamer: Lynx tie-in with Xbox debuts, with a dull film
Premium
2 hours ago

The scent of a gamer: Lynx tie-in with Xbox debuts, ...

An inexplicable dual-branded product line launches in ANZ with a four-minute paint-by-the-numbers film about a socially awkward guy who (spoiler alert) gets the girl in the end.

Premium
Sofa story sparkles in Fevicol's diamond jubilee commercial
Premium
3 hours ago

Sofa story sparkles in Fevicol's diamond jubilee ...

Watch the film conceptualised by Ogilvy here