Anupam Roy’s first Rabindrasangeet venture is a celebration of the unbreakable spirit of the para-athletes shown in the music video – streaming now on SVF
Kolkata, 7th August 2020: A rendition of Rabindranath Tagore’s Ekla Cholo Re is an initiative by SVF Brands powered by Tata Structura, where, through this unique content piece sung by Anupam Roy, the never-back-down and unbreakable spirit of para-athletes are celebrated. These para-athletes have succeeded in overcoming obstacles with their consistent efforts and have moved forward with their dreams, making India shine in front of the entire world. The music video is streaming now on the YouTube channel of SVF.
This is the first time National Award- winning music director, singer, lyricist Anupam Roy has lend his voice for a Rabindrasangeet and it couldn’t have been a better piece to start with! The launch date has consciously been chosen by SVF & Tata Structura teams, as it marks the death anniversary of celebrated writer, poet, music composer, playwright, painter Rabindranath Tagore (commonly known as “Baishe Srabon” in the Bengal region). There is a strange pull towards the tune of Ekla Cholo Re; in other words, Tagore has instilled upon us an indomitable spirit of bravery, through this song. SVF Brands and Tata Structura have joined hands for a mission – to reiterate the faith of being an individual and the need to move forward, overcoming every obstacle that one might meet in the pathway towards their goal(s).
The Ekla Cholo Re music video stars Indian para-athletes Ujjwal Ghosh, Saheb Hossein, Rubia Chatterjee, Ajibur Rahman Molla, Sufiya Molla and players from the Football Association for the Blind of Bengal (FABB).
Chiming this tune and hustling through life, the video showcases strength and determination to fight such unprecedented times. SVF Brands and Tata Structura wanted to beautifully incorporate their key message through the song – they are here to stand beside the dreams of the para-athletes so as to protect what they love; also, an approach that both brands resonate.
Anupam Roy who rendered his voice said, “This song is an anthem of self-belief! We have grown up listening to this tune since our childhood days. I am happy to venture into Rabindrasangeet through such a powerful song. This is a potent gesture from SVF Brands and Tata Structura who are constantly ingraining the spirit of inner strength and I am excited to be associated with this piece.”
Arindam Biswas, Head – SVF Brands said, “This is a triumphant collaboration between SVF Brands and Tata Structura, where not only is this Tata Structura’s first song collaboration but also, a memorable combination of artistes, sportspeople and team involved to churn out the right content. We want to consciously spread the idea of self-reliance highlighting the prowess of these para-athletes, who move ahead with their head held high through all odds. We wanted to highlight their stories. Also, we, at SVF Brands, are excited to bring forward more such interesting branded-content with Tata Steel group.”
Praveen Shrivastava, Chief of Marketing & Sales, Tubes, Tata Steel added, “We believe in supporting dreams and encouraging people to protect what they love. It has been a great journey to collaborate with SVF Brands in supporting and being part of the song ‘Ekla Cholo Re’. This song brings forward the message and ethos of what Tata Structura believes in as a brand. Present times and present situations call for us to stand beside and support our para-athlete friends so we, at Tata Structura, will help them achieve their dreams. Rabindranath Tagore’s Ekla Cholo Re, sung by Anupam Roy and produced by SVF is the kind of content that I am sure will be loved and appreciated by all. We look forward to more such collaborations with SVF Brands to bring forward stronger messages in these trying times.”
Watch the full music video here: bit.ly/Ekla_Cholo_Re
About SVF Brands:
With the growing demand for branded content and brands taking the digital route to communicate with their consumers, the need for quality storytelling, best in class production, right platform for content distribution and key communication strategies for storytelling in form of influencers & celebrities is the need of the hour. SVF Brands is the newly formed vertical by SVF, a dedicated department which has the right set of team members who can build a story for a brand from scratch, execute, deliver and analyse what can work for any brand in the East Market. With collaborations with brands like Google, ITC, Joy Cosmetics, Vivel, Xiaomi, Tata Structura, Tata Pravesh, Mankind Pharma, Dabur, MP Birla, Garnier, Max Fashion and more in its pocket, the vertical is focused in changing the way brand storytelling happens in Eastern India and providing content solutions across other verticals like in-film branding, content integration in web series, product launch, celebrity endorsements and influencer activities, digital content creation to creating national TVCs for brands.