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On the occasion of Ganeshotsav, Godrej Expert Rich Crème has collaborated with music composer and singer Avadhoot Gupte, known for his work in the Marathi entertainment industry, to create the first-ever crowd-sourced Ganpati Aarti. As part of the collaboration, the brand encourages people to contribute towards the lyrics of the Ganpati Aarti.

On August 28, evening, Gupte took to his Instagram and Twitter profile and shared this news of creating the first-ever crowd-sourced Ganpati Aarti with Godrej Expert Rich Crème hair colour. The video begins with the composer stating that Lord Ganesha fills our lives with colours though his several avatars. He goes on to state that for a God as versatile, his aarti should be just as diverse with his praise.

Giving an example to create aartis, Gupte designs a line of his own; ‘Life ko rangon se bharne tu aaya, sabka tu deva, sabka tu deva’ – You have come to fill our lives with colours, you are the God of everyone. He further encourages devotees to provide lines and specific words of praise for Lord Ganesha that he would then compose a song out of and create ‘Bappa ke aarti ka naya avatar’.

From this week, Gupte will start working on the lyrics and composition of the Ganesh Aarti. Individuals from any part of India can contribute by visiting Avadhoot’s Instagram, Facebook and Twitter profiles and posting the lyrics in the comments section. The crowd-sourced Ganpati Aarti will be released by him and Godrej Expert Rich Crème hair colour on their social media profile during Ganeshotsav.

Avadhoot Gupte’s Instagram Video:

Speaking on the first-ever crowd-sourced Ganpati Aarti, Sunil Kataria, CEO, India and SAARC, Godrej Consumer Products, said, “As a brand, Godrej Expert Rich Crème has been an expert of accessible hair transformation. Not only in our offerings but also the consumer initiatives taken by us are unique. Ganeshotsav is one of the biggest festivals celebrated in Maharashtra and across India. Through Godrej Expert Rich Crème’s initiative of creating the first crowd-sourced Ganpati devotion song, we aim to make this festival a memorable and engaging one for people. By partnering with Avadhoot Gupte, who is listed among India’s leading musicians, the song’s rendition will be interesting and make the Ganeshotsav festivities more colourful.”