Co-created with Sony Music India & hosted by popular actor and new mother, Kalki Koechlin, the music series ends with a famous Telugu song recreated by Geetha Madhuri
National, 28th April, 2021: Duroflex Sounds of Sleep is a unique digital music series that takes us back to our roots with renditions of old, classic lullabies from different regions of the country. Exploring the role of music as a sleep aid, the brand released five beautiful regional lullabies which has successfully garnered an overall 11.5 mn+ views on Duroflex and Sony Music India’s YouTube and social channels. This week, Duroflex culminates Season 1 of their unique music series with their sixth and last track, a classic Telugu lullaby.
The famous Telugu song for kids, ‘Chandamama Raave’, is one of the most recognized and loved lullabies of Telangana, not only by children, but by adults too. It’s a classic that the people of the state have grown up listening to throughout their childhood and brings a warm sense of nostalgia to adults too. The beautiful number has been recreated in one of South India’s most mesmerizing voices, Geetha Madhuri. Geetha’s soulful rendition of this dreamy and tranquil song gives you the ultimate promise – a peaceful and calming transition to sleep.
Through Sounds of Sleep and the immense reach it’s achieved, Duroflex has been able to successfully drive the message on the importance of a good pre sleep routine. The brand partnered with numerous famous parents on the internet who shared their personal childhood stories and emotions that the lullabies evoked in them. Rannvijay Singha, Smriti Khana, Harshdeep Singh, B Paraak, Neeraj Madhavan , Barkha Sen Gupta were some of the celebrity parents who were seen singing these lullabies and encouraging people to share their favorites. Parents from across the country engaged and shared their favourites, renditions and memories related to lullabies making #DurofelxSoundsOfSleep trend on Twitter on World Sleep Day.
Commenting on the property, Smita Murarka, Vice President – Marketing & E-Commerce, Duroflex said,
“Chandamama Raave is a song that is recognized by every age group across Telugu speaking regions as every individual has fond memories with this beautiful, classic song. This song brings a sense of love and belonging and Geetha Madhuri’s rendition makes the lullaby even more special.”
Speaking on the culmination of the property, Ms. Murarka added, “The last few weeks have been very exciting for the brand, the multitude of collaborations and the immense response and feedbacks have made Season 1 a very special memory for the brand. We aim to continue to introduce such unique and creative initiatives to reach out to as many people from all across the country and spread the message of the importance of good quality sleep.”
Commenting on the association with Duroflex Sounds of Sleep, Geetha Madhuri said, “This is the first time in India a show on lullabies is being created. As kids we have all depended on lullabies to sleep and I am so happy I got the opportunity to sing one by K V Mahadevan. The melodies of the song are very beautiful and it has been recreated fantastically by a very talented team. I thank Duroflex for giving me the opportunity to be part of this wonderful initiative. Hope you guys enjoy it.”
Duroflex’s creative agency partner, Sunny Side Up., has conceptualized Duroflex Sounds of Sleep. It has been co-created with Sony Music India and Lodestar UM Studios along with production associates.
Duroflex Sounds of Sleep premiered on World Sleep Day, March 19th on the brand’s YouTube channel and social platforms. The property is co-hosted on Sony Music India’s social channels as well. Tune in every Friday to rediscover lullabies from different parts of India in languages such as Tamil, Malayalam, Telugu, Hindi, Bengali, and Punjabi and understand why lullabies are good for sleep. Sounds of Sleep episode list as below.
· March 19 – Hindi- Monali Thakur
· March 26 – Bengali – Shalmali Kholgade
· April 02 – Malayalam- Sanah Moidutty
· April 09– Tamil – Chinmayi Sripaada
· April 16 – Punjabi – Shilpa Rao
· April 23 – Telugu – Geetha Madhuri