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Meera, the hair care brand from the house of FMCG major CavinKare, has announced the digital launch of Meera Music. An initiative by the brand, the property aims to bring the younger generations closer to traditional music through Carnatic Fusion.

Meera Music goes live on YouTube from Wednesday with its maiden song ‘Jagadodharana’ a Carnatic classic performed by A Carnatic Quartet, a Chennai-based band, featuring the Carnatic duo Ranjani and Gayatri.

In the upcoming episodes, there will be performances of aspiring and popular artists to give a unique experience to the audience in music. The digital foray of CavinKare’s Meera will also be supported by promotions across different social media platforms and micro-influencer engagement from the music industry.

Raja Varatharaju, Business Head – Personal Care, said, “We are delighted to launch Meera Music, as a part of its 30 years celebrations. Meera as a brand has always believed in ‘Goodness of Tradition’ and offers them to the modern-day consumers in a modern format. Meera Music brings the goodness of traditional music to today’s younger generation. We believe this will take the engagement with our consumers to the next level”.

On this collaboration, the band said, “We were thrilled when Meera approached us to flag off Meera Music. We’ve had two incredible collaborations, ‘Jagadodharana’, exploring the classic with the wonderful Ranjani - Gayatri, and ‘Thelisi Rama’, a contemporary exploration with the versatile playback singer Ravi G. It’s been a pleasure working with Meera on this series, and we can’t wait for you all to listen to the music”. 

Ranjani- Gayatri said, “Meera and Jagadodharana- a combination made for each other. We are extremely happy to sing this evergreen classic for Meera, in collaboration with A Carnatic Quartet.”