Mumbai, 6th January, 2023: 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.
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.
About Diageo India
Diageo India is the country’s leading beverage alcohol company and a subsidiary of global leader Diageo plc. The company manufactures, sells, and distributes an outstanding portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, Royal Challenge, McDowell’s No.1, Smirnoff, Captain Morgan, and Four Seasons. Headquartered in Bengaluru, our wide footprint is supported by a committed team of over 5000 employees, 60 manufacturing facilities across states and union territories in India, a strong distribution network and a state-of-the-art Technical Centre. Incorporated in India as United Spirits Limited (USL), the company is listed on both the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India. For more information about Diageo India, our people, our brands, and performance, visit us at www.diageoindia.com. Promoting responsible consumption of alcohol is at the core of our business. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practices. Celebrating life, every day, everywhere.
About Universal Music India
Universal Music India Pvt. Ltd. (UMIPL) is a 100% subsidiary of the Universal Music Group (UMG) and is home to record labels such as A&M Records, Blue Note Records, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def Jam Recordings, Deutsche Grammophon, Emarcy, Geffen Records, Interscope Records, Island Records, Machete Music, MCA Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Universal Music Latino, Verve Music Group, Virgin Records, Virgin EMI Records. UMIPL has an extremely rich Indian catalogue comprising songs from classic Hindi and Regional Films, Indipop, Bhangra, Ghazals and Devotional. Its enviable catalogue includes artists such as Asha Bhosle, Anup Jalota, Bombay Vikings, Jagjit Singh, JoSh, Malkit Singh, Pankaj Udhas, Panjabi MC, Raghav, Mohit Chouhan, Euphoria, Adnan Sami, Rabbi Shergill, Rahat Fateh Ali Khan to name a few. UMIPL’s `film’ catalogue (the 2nd largest in India) spans music from blockbusters such as Sholay, Qurbani, Amar Akbar Anthony, Chori Chori Chupke Chupke, Devdas and Munnabhai MBBS amongst the numerous jewels which symbolize the musical journey from the 70’s to date. On the International music front, UMIPL is the clear market leader with artists such as ABBA, Bon Jovi, Bryan Adams, Enrique Iglesias, Eminem, Lady Gaga, Taylor Swift, Justin Bieber, Katy Perry, The Beatles, UB40, Deep Purple, Enigma, Norah Jones, Deadmau5, The Chemical Brothers, amongst a host of others, popular music icons and household names in India. UMI is leading in charge with the largest Non-Film Music roster in the region across multiple genres of domestic local language pop, hip-hop dance & regional music. UMG India’s foray into the regional music space with a global deal with Punjab’s largest label “Desi Melodies” now compounded by their very own “VYRL Punjabi”, “VYRL Haryanvi”, “VYRL Bhojpuri” has them in the forefront of the regional non-film music space as well. The record label recently launched “IndieA Records” an enabler platform for Indie artists in India. UMI domestic pop label “VYRL Originals” & domestic hip-hop label “Def Jam India” along with “Found Out” are now considered to be the market leader of these genres in the non-film music category. Universal Music India recently announced the acquisition of a majority stake in India’s leading music and entertainment company, TM Ventures. Universal Music Group for Brands (UMGB), a division of Universal Music Group (UMG), the global leader in music-based entertainment. UMG FOR BRANDS offers a unique approach to brand marketing.