Amitabh Bachchan, Acapella & a Head Massage

Amitabh Bachchan, Acapella & a Head Massage

By Pramit Ghosh

Image Attribute: Screen Grab from the Official YouTube Channel of Emami Navratna

Image Attribute: Screen Grab from the Official YouTube Channel of Emami Navratna 

Amitabh Bachchan never ceases to amaze.

70 plus and going on 22 or maybe 23, the man keeps reinventing himself – over and over again. Years back, when the media revolution was just starting a storm in India, he came up with ‘Eer Bir Phatte’ – a song that directly challenged contemporary styles and put a 53-year-old in the youth brigade. The song was written by his father – the great poet – Harivansh Rai Bachchan, created quite a storm in those times.

Two decades have passed by. Musical styles have changed along with the genre. Entertainment has evolved. And so has the phenomenon called Amitabh Bachchan. From Mrityudata and Major Saab, he has evolved and developed into an even finer actor, pushing his own boundaries with hits like Black, Cheeni Kum, and Piku. He has been an endless source of inspiration and experimentation. The most recent experimentation is the Acapella version with that monster 50s hit – ‘Sar Jo Tera Chakraye’, from old classic Bollywood movie 'Pyaasa'.

That song itself needs no introduction. Who can ever forget Johny Walker’s swag that took an already iconic film Pyaasa to another level? Who can forget Rafi’s smooth warbling and S.D. Burman’s utterly delectable music direction? It was perfection. Something that can’t be bettered.

And yet, Bachhan Sa’ab has done just that. Well almost.

70 years after that song was released, he has attempted a cover. But not quite kept with traditions. He and his team have latched on to the latest in musical trends – the Acapella. Never an easy form of rendition, Amitabh Bachchan has taken up the challenge and how! This is his solo performance. He has not only rendered the song but has mouthed and tapped the instrumental interventions that have been mixed perfectly by an obviously talented Sound Engineer and directed superbly by a director who is deeply aware of the nuances of Acapella as a musical style.

The results are for all to see.

Video Attribute: From Official Youtube Channel of Emami Navratna

But that’s not all that is amazing with this exceptional video. It breaks grounds on various fronts. It’s an advertisement of Navratna Oil. But its sheer brilliance lies in its treatment. The idea and its conversion to something exceptional, that while remaining an advertisement, make an easy transition to being content that will most definitely go viral. Emami, the company behind Navratna and its Brand Managers deserve a distinct cheer for this effort.

Indian advertising, creativity, innovation, and brilliance lives and thrives on the core principles of cultural branding which has been duly mixed with the 'essence of marketing'. With adverts like this one and evergreen icons like Amitabh Bachchan, we Indians are never likely to run out of quality entertainment or innovative advertising.

Well, the most innovative advertising is almost always quality entertainment. This video just proves that!

About the Author:

Pramit Ghosh (TR RID: C-2882-2018 | ORCID: 0000-0002-8062-2381) is the founder of Cognito Innovo, a tenured marketing professional with 16 years experience in telecom vertical specializing in Marketing Operations, Strategic Planning, Product Marketing, MARCOM / Brand Management, Base Management, Trade Marketing, GTM Plans & implementation, Team Management and Product Launch.

About "a cappella"

"A cappella" literally means "chapel" in Italian. It is specifically a group or solo singing without instrumental accompaniment, or a piece intended to be performed in this way. From what scholars can tell, it is a piece of music written in a diatonic scale. However, it contrasts with the cantata, which is usually a medium-length narrative piece of music for voices with instrumental accompaniment, typically with solos, chorus, and orchestra.