MUMBAI: A campaign for River conservation, making it pollution free, spreading environmental awareness, and motivating the masses to emote with the cause espoused by Madhya Pradesh Government, had a perfect connect with the official Song of the #NarmadaSevaMission ‘Namami Devi Narmade’ launched by the Hon’ble Chief Minister (CM) of Madhya Pradesh (MP), Shri Shivraj Singh Chauhan.

The star composer Lalit Pandit has created the soul-stirring track, and the versatile Prasoon Joshi has penned the Lyrics. Leading Indian Musicians performing and featuring in the Video include the legendary Pandit Jasraj, Hariharan, Shaan, Javed Ali, Mahalakshmi Iyer, Vijay Ghate, Palak Muchhal, Aishwarya Majmudar and others. The Music Video has a beautiful narration through the eyes of children, and also features interestingly integrated messages from the Hon’ble Prime Minister, Shri Narendra Modi and Hon’ble CM of MP Shri Shivraj Singh Chauhan.

“This anthem is a part of the grand Vision of the Hon’ble CM for the Narmada Seva Mission and consistent efforts of Hon’ble PM for Swachh Bharat Abhiyan, that inspired me and a humble attempt to not only raise general levels of awareness and consciousness, in an entertaining manner, making the youth connect to their own culture and music in media they access. It is indeed heartening to see such exemplary work being carried out by the CM, the equally committed Smt Sadhana Singh, MP Government and the people of MP, in unison. I feel humbled that I became a part of this historical movement”, said Durga Jasraj who conceived this project and is the Founder of Art and Artistes (I) Pvt. Ltd.

Following the huge and spontaneous participation of the people of MP in the #NarmadaSevaYatra, this dream project is now leading to a massive Tree plantation drive on the 2 July 2017.

“We, as a company, feel responsible to do our bit towards Sustainability and preservation of our Environment. We feel proud that following the success of National Concert Tour of Panchtatva – celebrating the five elements of Nature, we got the opportunity to produce an Ode to the River Narmada to help raise awareness of this great #NarmadaSevaMission,” said Director of Art and Artistes, Neeraj Jaitly.

Making this Song available on Social Media – especially Facebook.com/ArtAndArtistes, has resulted in an overwhelming response! The Song has raced to almost 5 million (50 lakh) views within ten days of its release, and counting. This has only been possible because of the excellent support of Facebook India team, and the large community of more than 1.7 lakh followers on the page. In fact, the previous Campaign of Panchtatva, #BankingonSustainability, raising awareness of Environment with a Live Musical Concert Series, reached more than 6.5 million (65 lakh) people on Art And Artistes’ Social Media platforms. Art And Artistes is committed to establishing and growing a Digital Platform for Non-Film Indian Music, and with Content releases like this Song, it looks promising.

Art and Artistes develops, produces, and syndicates IP Content – which will be the single largest growth driver of the Indian Media & Entertainment Sector. National brands also find this to be a classy and content rich differentiator to connect with their TGs both on-ground and online. Art And Artistes is India’s first Phygital (physical and digital) Indian Music Company producing Indian Music Heritage and Cultural Content, in a contemporary manner for the Youth, across mainstream mediums like TV, Live experiences, Social Media, In-Flight entertainment, and FM.

Check out the song below: