Amitabh Bachchan Sings For Brand Navratna

The Big B, brand ambassador of Emami’s Navratna Oil (NRO), has not only lent his voice to the latest ad jingle on Re 1 sachet of NRO, but has also contributed to its composition. It is for the first time that Mr Bachchan has sung for an ad film.

The TVC, which is set to go live shortly, is directed by Mr Sujoy Ghosh of Jhankar Beats fame with Vishal-Shekhar as its music director. The film has been conceptualised and executed by renowned advertising agency, Mudra Communications.

Mr Bachchan’s involvement in making of the film was unprecedented. He was personally and emotionally engrossed with the creation of TVC’s theme song and finally singing it. He spent hours in the studio providing inputs on composition, tuning etc, with Music Director, Vishal-Shekhar.

The Re 1 sachet of Navratna Oil is primarily aimed at the semi-urban and rural markets. It has essential ingredients that remove stress, tension, fatigue etc serenading the mind and body, making people feel refreshed and rejuvenated.

Commenting on the TVC, Mr Harsh V Agarwal, Director, Emami Group of Companies, said “We feel consumers will enjoy the film and can connect themselves easily as tension, stress, fatigue, headache have now become inescapable part of our daily existence. What is unique about the Re 1 sachet of Navratna Oil is that as a stress reliever it gives the best value for money and the most effective rejuvenator of the body and mind, giving a feel of heavenly bliss and happiness or paramanandam, as the TVC says”.

He also felt that the TVC will not only effectively promote the brand, but also help in registering sales growth. “We are confident that the ad-film will generate growth in volume terms for the brand”, said Mr Agarwal.

Mr Aakash Neil Dasgupta, Group Head (Copy), Mudra Communications, who wrote the song in the TVC, said, “We feel the film seamlessly integrates with the product’s target audience in the semi-urban and rural areas”.

He went on to add that Mr Bachchan’s energy level was amazing. “I have worked with Mr Bachchan on a number of occasions earlier, but never noticed this kind of energy level. The film was complete in a fortnight including two days of shooting. It was a fabulous experience”.

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