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Canara HSBC Oriental Bank of Commerce Life Insurance has announced the launch of the fourth season of #MeForMyCity campaign.

Focusing on the theme, ‘Meri City Mera Music’, it’s a two-month-long campaign which aims to create a social awareness movement for people to reconnect to nation’s diverse culture and heritage by exhibiting India’s musical diversity.

The campaign will provide a platform for budding singers across the country to showcase their talents.

Participants can submit their entries through the official website- These entries will be judged by folk singers of India - Lakhwinder Wadali, Mame Khan, Papon and Hamsika Iyer.

Winners from all the zones will be given the opportunity to perform at the finale event in Mumbai. This two-month long campaign will culminate into an on-ground grand finale which will see the participation of music director, composer and singer, Salim Merchant.

Anuj Mathur, MD and CEO, Canara HSBC Oriental Bank of Commerce Life Insurance, said, “#MeForMyCity has been our flagship campaign to help people connect better to their cities and inculcate a sense of belongingness. In the fourth season of this ongoing campaign, we want to focus on the lost charm of regional music from various parts of the country and create a platform to help us connect back to our roots and facilitate a cultural revival. With the launch of this campaign, we aim to showcase the musical treasure of India and bring back the lost glory of India and exhibit India’s musical and cultural diversity.”

Tarannum Hasib, Chief Distribution Officer, Canara HSBC OBC Life Insurance further added, “At Canara HSBC OBC Life Insurance, we promise our customers the opportunity to realize their dreams and aspirations. This campaign is our ideology in action. We want to create a platform to promote the music and the musicians of our country and give them a chance to shine. After the misery and suffering because of the extreme pandemic conditions, let us all usher in the New Year with a renewed zeal and what better ways to do so than to drown ourselves in the peaceful sea of music. India's rich cultural diversity has greatly contributed to various forms of folk music. Almost every region in India has its own folk music, which reflects the way of life. Through #MeriCityMeraMusic campaign we would like to re-connect with the people across India. As the face of the campaign, we have ace musician Salim Merchant, who is not only a renowned singer and composer but also an advocate of local music.”

Started in 2018, the previous seasons of #MeForMyCity focused on beautifying the cities and honouring the unsung heroes. Through this campaign the company has encouraged the masses to do their part and take pride in their cities.

Through a 360-degree marketing approach, the campaign will cover social media, print and broadcast media, digital and other physical avenues of promotion to widen the reach and scale. The campaign also enjoys the support of over 200 influencers.