Aims to protect the folk music of the Indian culture
Shankar Mahadevan with Aakriti Kakar, Bhoomi Trivedi, Lakhwinder Wadali & Hamsika Iyer to perform with budding folk singers of the country
New Delhi, 20th December 2022: Canara HSBC Life Insurance announces the launch of Me For My City Season 5 with Shankar Mahadevan; one of the country’s most celebrated music composers and singers. The fifth season of “Me For My City” dawns on the same concept of earlier seasons where Company promised to conserve and protect the traditional diversity of our cities, whether it’s our culture, people or music. The new musical season will witness enthralling performance by Shankar Mahadevan who will be accompanied by musical maestros Aakrtiti Kakar, Bhoomi Trivedi, Lakhwinder Wadali and Hamsika Iyer. “#MeForMyCity” is a flagship initiative that stems from the Company’s brand philosophy of keeping promises made to the loved ones.
Being in Life Insurance business the Company knows and understands the importance of protecting customers from unforeseen instances of life; with fifth season of Me For My City the Company brings in the same essence alive of protecting the folk music of country. New season is an absolute extension of reviving our traditional culture where some of the unheard voices of India would create a platform where folk music is enjoyed and rejoiced.
The current season, which follows the fourth season’s success and grandeur, is intended to protect the faded appeal of folk music of the country while also adding depth to the one of the several initiatives of the Company of giving back to the society in an innovative way.
The campaign will call for virtual entries from musicians and artists spread across India at https://meformycity.co/ and will remain open till mid of January 2023 with its culmination by end of February over a grand finale announcing top five winners by musical maestros. These zone wise entries will be judged by prominent singers of India a.k.a zonal maestros Lakhwinder Wadali (North), Bhoomi Trivedi (West), Aakriti Kakar (East) and Hamsika Iyer (South).
Extending the promise of protecting India’s local heritage and hidden wonders, the season will be impactful in creating representation of India’s folk music – true and authentic depiction of its rich heritage, diversity and culture.
Commenting on the initiative, Mr. Anuj Mathur, MD & CEO, Canara HSBC Life Insurance stated, “With #MeForMyCity; we aim to spread awareness about safeguarding Indian folk music which tracks back to our proposition of “Promise to Protect”. After the successful completion of Season 4, we created social awareness movement amongst people to reconnect with nation’s diverse culture and heritage by exhibiting India’s musical diversity. Season 5 is all about highlighting our cultural diversity and bringing to the fore the lost art of Indian folk music. As a Company, our believe has always been constant to protect the lives of our customers, similarly the campaign also outlines our ideology of protecting the much celebrated folk music of India with none other than Shankar Mahadevan and musical maestros.”
Ms. Tarannum Hasib, Chief Distribution Officer, Canara HSBC Life Insurance further added, “#MeForMyCity is an endeavor to protect our heritage, culture and essence of cities through folk music. We are thrilled and excited to launch Season 5 of the campaign after successful completion of Season 4 carrying forward the lineage this year to protect the folk music. Almost each region of India has its own special folk music which makes it more important for us to break the daily monotony and hear out our cultural maestros who brings out nothing less than the best music from different parts of India. With new season kicking in, we will be listening to some of the great tunes of resilience, success, and talent in coming months.”
The campaign promotion will go live on social media and other digital channels to increase its reach in every corner of India and scout hidden musical folk talent of the nation.
