We are often, in life, presented with two options to choose from- Yes or No. For those who believe in creating their own path, it never is about that. They strive to break through the stereotypes and choose to go bold in their game. Summing this up rightly is the country’s biggest icon, Virat Kohli, knowing for playing bold in every aspect of life in his latest collaboration with India’s leading artists Divine & Jonita Gandhi – Naya Sher! This new anthem showcases how bold choices make a difference as Divine and Jonita drop hard-hitting bars as Virat Kohli dances along.
This riveting song stands as symbol of hope, of faith to all the aspiring talents who are stuck behind the bars of societal pressure. The sensational duo Divine and Jonita with Virat Kohli deliver an eye-opening message to everyone and encourage them to follow their dreams. This catchy rap anthem represents the brand- Royal Challenge’s ethos and proposition- bold is a choice, perfectly. The video encapsulates a short journey of other Naya Shers like Gautam Kamath who broke the shackles of code and rewrote his code of life and dedicated it to skateboarding. Prarthana Jagan who rewrote the rules of beauty on social media. Tanvi Ravishankar broke the laws of modeling and carved her own path in the world of style and fashion.
We’ve got a BOLD new tune dropping this Friday. Stay tuned #RoyalChallenge #ChooseBold #RoyalChallengeChooseBold#NayaSher #paidpartnership pic.twitter.com/8vYbpEbgOi
— Jonita (@jonitamusic) January 3, 2023
Calling out to the Naya Shers across the country, the song sends a message to do what you love and follow your passion, breaking away from the pressures of societal expectations. The all-new identity is sure to resonate with the generation that has borne the weight of expectations through their life, until now. This anthem, Naya Sher has been created by Royal Challenge Packaged Drinking Water in collaboration with Universal Music Group for Brands.
Speaking about the anthem, Ruchira Jaitly, EVP Marketing & Portfolio Head, Diageo India said, "In our country, we are often asked to follow the path taken by many others and play it safe. This new generation, however, is wired differently. They are no longer afraid of taking risks, choosing bold and carving their own path no matter how difficult. It is the victory that they achieve that drives them and this anthem- Naya Sher by Royal Challenge Packaged Drinking Water is dedicated to them. It is they who usher in the Naya Daur and at the cusp of a new year, we are extremely happy to have partnered with the OG shers- Virat, Divine and Jonita who did not fear failure to bring it to life."
Speaking on the occasion, Virat Kohli said, "I’ve always been a player who never shies away from making bold choices on or off the field. I continue to carry the same attitude that helped me become who I am. The boy from West Delhi would not be who he is if I had not made bold choices back then. It was a surreal experience shooting this song. I was myself whilst we shot this. To all the Naya Shers, Naya Daur, yeh tumhara kissa hai"
Speaking about the anthem, Divine said, “I am blessed that my journey has provided inspiration for those who want to follow their passion in life. For me Hip-Hop & music have always come first, and I am glad I followed my heart. Through this collaboration, Jonita and I have looked at bringing to life the conflict in everyone’s mind while they choose bold, aiming to inspire the next generation of path breakers along the way.”
“Walking down the set path was never what I wanted to do. I always dreamed big, no matter how unlikely the prospects. It took a lot of courage and support, but I decided to believe in my abilities and push forward. When one door closed, I found another one and kept challenging the norms. With a lot of persistence and this ‘never say never’ attitude, I have been able to reach incredible heights and I am extremely proud to have chosen bold. As I say in the song (in Telugu), Gelupe Mana Sontham, which means ‘The Victory is Ours!’”, said Jonita Gandhi about her journey and the song
Speaking about the UMGB's Partnership for the anthem, Preeti Nayyar, Vice President - New Business & Brand Partnerships, India & South Asia, Universal Music Group said, " At Universal Music Group for Brands, we create the most memorable and coolest partnerships to help amplify brand storytelling, and we are proud to partner with Royal Challenge Packaged Drinking Water for the #ChooseBold campaign which is a brilliant initiative dedicated to all those who made the courageous decision to move ahead without fear." The song is set to release and will be available on all leading music and social media platforms for the Naya Shers to groove and create their own versions of it.
(Source: Agencies)
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