File photo: Zubeen Garg

Bandhan Bank has announced singer-actor Zubeen Garg as their brand ambassador in Assam, on October 27.

“The bank’s association with the talented composer, musician, actor and filmmaker reflects a common passion for reaching out to the people of Assam – from all walks of life – and making a positive impact on their lives in multiple ways,” said a statement from the bank.

This association is a landmark one for Bandhan Bank as this is the first time ever that the bank has associated with a brand ambassador since its inception six years back.

To mark the commencement of this association, Zubeen Garg has released his new music video which showcases diverse elements of Assamese culture and heritage. The song and video have been produced courtesy of Bandhan Bank.

Titled ‘Axom amaar mone praane’ (Assam is in my mind and soul), the song is a melodious blend of the different kinds of folk music native to Assam. These include Bihu folk music, folk songs from the tea gardens, Goalparia Gaan or Hostir Gaan.

The music video captures Assam’s essence and showcases the state’s traditions, culture and abundant natural beauty. The video, which features Zubeen Garg in various picturesque locations, has been shot across locations that lend Assam its unique character, including the Kaziranga forest, by the Brahmaputra river, in paddy fields and in the tea gardens.

The music video has been shot by a crew comprising local Assamese talent. The music has been composed by Shekhar Jyoti Goswami.

The song and music video were launched by Bandhan Bank, and shared by Zubeen Garg on his social media platforms, including YouTube, Facebook, Instagram and Twitter. The song will also be available for online streaming.

Over the last two decades, Bandhan Bank has sought to empower people, especially women, by helping them build sustainable livelihoods through access to formal financial services.

“Bandhan has a deep-rooted association with the state of Assam and its people. It’s been our mission to serve the people of the state and help fulfil their aspirations, and catalyse their holistic development through a combination of financial services and community development initiatives. We are privileged to have received the love and trust of the citizens of the state. When it comes to receiving the love and affection of the state of Assam, Zubeen da’s name would be among the first few. Through his music, films and philanthropy, Zubeen da has become a household name in Assam, and earned the respect and goodwill of people of all ages and cultures in the state. Associating with Zubeen da was therefore a natural decision, and the song and music video are our tribute to the people of this culturally rich state,” said Apurva Sircar, head – marketing at Bandhan Bank.

Speaking about the song and his association with Bandhan Bank, Zubeen Garg said: “I am fortunate and indebted to my lovely people of Assam for showering their love and affection on me. In whatever I do, I keep them in my thoughts. My association with Bandhan Bank is a logical one since they also have a strong connect with the state of Assam and have been empowering the people of the state to transform their lives and that of their families. There is a lot in store as a part of this association and I look forward to working with Bandhan Bank.”

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