This World Sleep Day, Duroflex launched a one of its kind music series – Duroflex Sounds of Sleep; reviving and recreating regional lullabies from across India. The first lullaby in the series was ‘Nanhi Kali Sone Chali’ sung by the award-winning singer, Monali Thakur that has already garnered 2 Mn views. The second lullaby in a series of six is a Bengali one sung by the talented singer Shalmali Kholgade.
Ghumer Pori is inspired from Rabindra Nath Tagore’s poem. This traditional Bangla masterpiece has been recreated in the mesmerizing voice of Shalmali Kholgade.
With the release of a lullaby in a different regional language every week, Duroflex aims to find hidden gems across 6 regions in India and digitally curate them to take us back to our roots. Lullabies are universal in their effect despite the language and with this in mind, every lullaby in Duroflex Sounds of Sleep aims to help new parents across the country discover these eternal tunes.
Smita Murarka, Vice President – Marketing & E-Commerce, Duroflex said, “With each passing week, we are overwhelmed to see the love we are receiving from across India for Sounds of Sleep.
“This week, we have recreated ‘Ghumer Pori’ a popular Bengali lullaby that celebrates the rich cultural and musical heritage of the region. With this, we hope to help people connect back to their roots and pass a cherished tradition on to a whole to new generation,” Murarka said.
Shalmali Kholgade, said, “I remember my father singing Soja Rajkumari to me when I was a child. But when I ask my friends what lullaby they slept to, more after than not, they don’t seem to remember. Lullabies are an important part of childhood and for that matter can provide so much comfort even to an adult. I’m so happy to be part of Sounds Of Sleep. This way I was able to learn and render a lullaby in a language that isn’t my mother tongue- Bengali.”
Duroflex’s creative agency partner, Sunny Side Up., has conceptualized Duroflex Sounds of Sleep. It has been co-created with Sony Music India and Lodestar UM Studios along with production associates.
Duroflex Sounds of Sleep premiered on World Sleep Day, March 19th on the brand’s YouTube channel and social platforms. The property is co-hosted on Sony Music India’s social channels as well. Tune in every Friday to rediscover lullabies from different parts of India in languages such as Tamil, Malayalam, Telugu, Hindi, Bengali, and Punjabi and understand why lullabies are good for sleep.