Ad Campaigns
Big B sings acapella style for Navratna
MUMBAI: Navratna Oil, the ayurvedic therapeutic cool oil brand from the house of Emami has launched Amitabh Bachchan in a never seen avatar of an ‘acapella’ singer.
In a brand new music video, Big B can be seen crooning to the iconic song ‘Sar jo tera chakraye’ from the film Pyaasa in an acapella style. Big B lent his baritone voice for this experimentation for the very first time in his entire illustrious career 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 human 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.
Emami director Harsha V Agarwal says, “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!”
Incidentally, the same song in a winning combination of Navratna and Bachchan as ‘Rahaat Raja’ created quite a stir last year in a TVC.
Tiwari adds, “The music format of acapella is growing in popularity among the 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 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 Navratna portfolio consists of Navratna Oil, Navratna Xtra Thanda Oil, Navratna Almond Cool Oil and Navratna Cool Talc.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
