Mars Wrigley Announces Doublemint FreshTake Music Series In Association With Songfest
Television Queen Shivangi Joshi Makes Her Music Video Debut With Nikhil D’Souza’s ‘Aadatein’
Mars Wrigley in collaboration with music entertainment company Songfest, today announced a brand-new music series ‘Doublemint FreshTake’.
The Hindi version ‘Aadatein’, composed by Gaurav Dagaonkar and sung by Nikhil D’Souza, is the first track from the series which is all set to be released on 11th February 2020.
The Tamil FreshTake titled ‘Kanmani’, sung by Abhay Jodhpurkar will be releasing on 19th February 2020 followed by a unique mash-up featuring both the versions. The lyrics of ‘Aadatein’ have been penned by Anurag Bhomia, while ‘Kanmani’ has been written by Ko Sesha.
Talking about the launch of the music videos, Yogesh Tewari, Marketing Director, Mars Wrigley said, “India is a priority market for Mars Wrigley. We are committed to bringing not just new and exciting products and flavours to our consumers, but also creating relevant experiences for them and music is an artform that transcends borders and is enjoyed universally by people irrespective of their age, gender or geography. The brand proposition of Doublemint is all about building new and meaningful connections. ‘FreshTake’ is the perfect manifestation of our positioning and we are confident that consumers across the country will enjoy the music.
Singer and songwriter Nikhil D’Souza, who is widely popular for ace Bollywood songs such as ‘Shaam’, ‘Mere Bina’ and ‘O Gujariya’ and ‘Vaaste’ said,“The melody of ‘Aadatein’ is influenced by contemporary pop, with very clever use of soft synths along with an undercurrent of the indie sound that I strongly associate with and when Gaurav played me the tune the first time, I immediately fell in love with it. ’Aadatein’ is a romantic ballad that takes the listener through some beautiful melodic highs and lows. I have personally not been able to get it out of my head and I am sure my fans are going to enjoy it thoroughly. Moreover, I loved the concept of this series where there is a different version of my song, sung by Abhay, in Tamil. And working on the mashup of the two versions was an absolute joy! I am just looking forward to performing it live at all my concerts now..”
Indian playback singer and a protégé of A.R Rahman, Abhay Jodhpurkar of Zero and Panipat acclaim adds on, “I was blown away when I heard Nikhil’s version of ‘Aadatein’ and I knew I’d have to interpret the Tamil FreshTake in my own way to make it unique. Ko Sesha’s guidance really helped and that’s what makes FreshTake really special and exciting.”
The track with its easy-going flair and dreamy melody is pegged to be the comforting love ballad of the month. With an underlying theme of hope and honesty, the aesthetically shot music video directed by Nina Srivastava and creatively supervised by Sanjeev Vig circles around the unconventional love story of a young working couple, one of whom is speech impaired and how they embark on a journey of self-discovery and unconditional love by overcoming their inhibitions and shortcomings.
Adding a glamourous touch to the music video will be popular actor Suraj Roy and television superstar Shivangi Joshi who will be making her much awaited debut at the Cannes Film Festival this year for ’Our Own Sky’.
Expressing her excitement for her debut first music video, Shivangi Joshi lead protagonist of highest grossing show ’Yeh Rishta Kya Kehlata Hai’ said, “Music videos have been quite a rage these days and the reason perhaps why I have been selective about it till now. I always wanted my first music video to be a nice, soulful, romantic and relatable one. The song ‘Aadatein’ is a perfect mix and blend of each of them. I couldn’t have asked for a better music video debut than ’Aadatein’ and I am sure everyone who watches it will totally relate to it.”
Gaurav Dagaonkar Co-Founder, Songfest and the brainchild behind Dwayne Bravo’s recent chartbuster The Chamiya Song states, “Doublemint FreshTake is an exceptionally unique music IP that will deliver 4 original compositions created by 4 different celebrity music composers across 4 different languages – Hindi, Tamil, Telugu and Marathi. Taking a cue from its’ name, the IP will also witness the singers and composer travel outside their comfort zone to create a ’FreshTake’ of their composition in a language they’ve never attempted before. Keeping with our commitment to put the spotlight on Indian artists that perform in different languages, we also aim to showcase the diversity of genres through this project, involving headlining musicians that are known for their inimitable styles across different genres such as pop, acoustic, dance and contemporary music. The IP will empower new and established artists to explore newer audiences and experiment with their musical styles whilst touching upon socially and emotionally relevant themes.”
The music videos will be available on social media handles of Doublemint and Songfest from 11th February 2020.