Leo Burnett Orchard India creates a music video for Navratna Cool Oils featuring Big B

Navratna Oil, the Ayurvedic therapeutic cool oil brand from the house of Emami Limited, has launched Amitabh Bachchan in a never-seen-before avatar of an ‘Acapella’ singer. Big B can be seen crooning the iconic song ‘Sar jo tera chakraye’ from the film Pyaasa in an acapella style, in a brand-new music video. Big B has experimented with his iconic baritone for the first time ever in his illustrious career.

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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 human mouth. The sounds are usually linked to one another, like hitting the floor, then the desk, then the wall to make a beat that goes together, while actually singing the song. Additionally, artists are known to beat-box and create rhythms using their mouths. 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 today.

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. Amitabh, a powerhouse of talent, is one of the most innovative and experimental artists 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, Executive Creative Director, 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.”

Nitesh Tiwari, the film’s director, “The music format of acapella is growing in popularity among 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, the brand ambassador, was 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.”

Credits –

Film Director: Nitesh Tiwari