ITC’s B Natural launches new digital campaign ‘One Nation One Music’
ITC’s B Natural Fruit Beverages in collaboration with Alive India has released a multilingual music video celebrating the power of India and showcasing the diversity of its talent and resources. Through its narrative, B Natural celebrates the idea of ‘One Nation One Music’ and promotes the feeling of ‘Indian-ness’, an attribute.
Released on its digital and social media platforms, the emotionally stimulating video, ‘We Are India’, features singers from across the length and breadth of the country, who pay tribute to the nation in 26 different languages. The celebration of India is in line with the ethos of the brand, B Natural, which recognizes the immense contribution of Indian farmers and seeks to empower them by sourcing fruits solely from different parts of the country for its range of beverages.
The video begins with a baritone voiceover outlining the identity of a true Indian, who believes in and celebrates India’s diversity in its true sense. The view spans out taking the viewer through myriad landscapes, heritage and culture, with each locale representing the land of the artist in the frame. Through their music, the artists pay homage to their homeland. The video juxtaposes Indian fruit farmers from the same regions which further establishes the connection between B Natural Fruit Beverages and the musical narrative while conveying the concept of unity in diversity.
Commenting on the initiative, Mr Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC Limited, said, “This musical ensemble very aptly reflects B Natural’s ethos of celebrating Indianness, an attribute which the Brand takes pride evidenced by our proposition as we bring to consumers the fruits of the labour of our Indian farmers through our beverages. We hope this video inspires the feeling of pride and gratitude among the consumers towards our country and help build this ethos.
Some singers who have collaborated for the song are Padma Shri Usha Uthup, Padma Shri Kumar Sanu, Padma Shri Hariharan, Padma Shri K S Chithra, Padma Bhushan Udit Narayan, Shaan, Kunal Ganjawala, Zubeen Garg, Vijayaa Shanker, Malkit Singh, Vaishali Samant & more.