Big B dons new hat of an Acapella singer in Navratna oil's music video

Navratna Oil, the ayurvedic therapeutic cool oil brand from the house of Emami Limited, has launched a music video where Amitabh Bachchan is shown in a new avatar crooning the iconic song ‘Sar jo teda chakraye’ from the film Pyaasa in an Acapella style.

Big B has lent his voice for this experimentation and has once again rewarded his fans with something to rejoice for. Acapella is group or solo singing in choral style, which is without instrumental accompaniment, where the background music is usually created by beats made by the 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 the song. Meaning “in chapel style” in Italian, Acapella originated from religious music composed for use in chapels – which, unlike large churches, had no organs to accompany the song.

Created by Leo Burnett Orchard and directed by Nitesh Tiwari of ‘Dangal’ fame, the Navratna Acapella number sung by Big B has been digitally released on Youtube.

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. 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.”

The same song in a winning combination of Navratna and Bachchan as ‘Rahaat Raja’ created quite a stir last year in a TVC.

Nitesh Tiwari, the film’s director said, “The music format of Acapella is growing in popularity among today’s young music lovers. We found that the rhythm of the 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.”

The Music Video:

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