Big B sings for an ad film for the first time
14 Apr 2009
Amitabh Bachchan, the brand ambassador of Emami's Navratna Oil, has not only lent his voice for the latest ad jingle for the promotion of the Re1-sachets of the product, but has also contributed to its composition.
Reports say that tis is for the first time that Bachchan has sung for an ad film.
The TV commercial, which is set to go on air soon, is directed by Sujoy Ghosh of Jhankar Beats fame with Vishal-Shekhar as its music directors. The film has been conceptualised and executed by Mudra Communications.
Bachchan was closely involved with the making of the TVC's theme song and finally singing it. He spent hours in the studio providing inputs on composition, tuning etc, working closely with the music directors.
The Navratna Oil Re1-sachet is primarily aimed at the semi-urban and rural markets. It has essential ingredients that remove stress, tension, fatigue etc, relaxing the mind and body, making people feel refreshed and rejuvenated.
Commenting on the commercial, 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 Re1-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 TV commercial says''.
He also felt that the commercial would 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 Agarwal.
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 Bachchan's energy level was amazing. ''I have worked with 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''.
