CavinKare launches Meera Music to Strengthen Meera’s Proposition of Goodness of Tradition
~ A digital music property to encourage fervent love for music among Millennial and New-Age consumers ~
Chennai, 16th February 2022: Meera, an iconic hair care brand from the house of FMCG major CavinKare today 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.
Commenting on the launch, Mr. 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”.
Meera Music is live on YouTube from today with its maiden song ‘Jagadodharana’ a Carnatic classic performed by A Carnatic Quartet, a Chennai based band, featuring the legendary Carnatic Duo Ranjani and Gayatri. 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 Vid. 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”. Equally thrilled about the launch are the Vid. Ranjani- Gayatri, “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.”
In the upcoming episodes, there will be performances of aspiring and popular artists to take the audience on a unique experience 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.
Link to Episode 1 of Meera Music – https://www.youtube.com/watch?v=FZdhaBQ2J48
About Meera: Meera is one of the flagship brands of CavinKare which is in its 30th year of delivering strong and healthy hair. Meera boasts of a portfolio like Shampoo, Herbal Powder and Coconut Oil, stressing on wholesome health for hair. The brand derives its strengths from deep understanding of traditional Indian practices and giving it to consumer in easy-to- use contemporary formats. The brand ‘MEERA’ evokes immense respect from both consumers and retailers which only a few other brands can claim and is one of the trusted household brands of South India.
About CavinKare:
CavinKare is a diversified FMCG major with business interest in personal care, professional care, dairy, snacks, foods, beverages & salons. The brand portfolio consists of Shampoos (CHIK, Meera, Karthika and Nyle), Hair Wash Powders (Meera & Karthika), Coconut Oil (Meera), Fairness creams (Fairever), Deodorant; Talc (Spinz), Pickles; Snacks (Ruchi, Chinni’s; Garden), Hair Colours (Indica), Retail Salon Products (Raaga Professional), Beverages (Maa), Dairy (Cavin’s), and Beauty Salons (Green Trends & Limelite). With its recent expansion into the health and hygiene category, CavinKare offers a spectrum of sanitization products under hygiene and safety, Bacto-V (multi-surface and gadget disinfectant). Under some of its key personal care brands, CavinKare also offers hand sanitizers and liquid soaps. Most of the brands are clear winners in their respective product categories. A dedicated R & D center equipped with the latest equipment and technologies constantly supports the divisions in their endeavor. CavinKare has achieved significant milestones and a competitive edge with sound understanding of mass marketing dynamics and has established a firm foothold in the national market. CavinKare’s success is based on it being firmly grounded to its corporate mission ‘We shall grow significantly better than the industry by fostering innovation and building preferred brands, through passionate and delighted employees.
