ITC’s ‘One Nation One Music One Brand’ uniting 50 Indian music artists representing 26 languages

image-ITC's 'One Nation One Music One Brand' uniting 50 Indian music artists representing 26 languages MediabriefAdding a little music to the patriotic fervor that engulfed the nation on its 71st Republic Day, India’s own, 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, in which the brand takes pride, as it facilitates the same by sourcing 100% Indian fruits, only from Indian farmers to deliver 100% Indian taste to delight Indian consumers with high-quality fruit beverages.

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 evoking the patriotic fervor and conveying the concept of unity in diversity.

Commenting on the initiative, 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 labor 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.

Below are the singers who have collaborated for the song:

Names of the singers
1. Padma Shri Usha Uthup 15.Thomson Andrews                          
2. Padma Shri Kumar Sanu  16. Karunya                       
3. Padma Shri Hariharan 17. Parvati Sehgal 
4. Padma Shri  K S Chithra 18. Tanya Gupta                  
5. Padma Bhushan Udit Narayan 19. Jaan Nissar Lone 
6. Shaan  20. Basharat Jahangir & Ezaz Ahmed 
7.  Kunal Ganjawala 21. Padmdav Bordoloi  
8. Zubeen Garg 22. Rani Hazarika  
9. Debojit Saha  23. Ankita Kundu 
10. Malkit Singh24. Vijayaa Shanker 
11. Mame Khan 25. Jayanti Soren
12. Supratiek Ghosh 26. Pilu Bhattacharya          
13. Krishna Beuraa 27. Harish Moyal                                   
14. Vaishali Samant 28. Sreekant Krishnamurthy  

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