Swarathma gets rest less with bindass

Swarathma gets rest less with bindass

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Mumbai: Bindass, the 360 degree Indian youth entertainment brand presents the ‘Bindass Swarathma Rest Less tour that will take place across 3 cities beginning May 11th 2012. In sync with Bindass’ refreshed brand campaign REST LESS, this tour promises to make you ROCK MORE and REST LESS! It does not stop at this! At the end of the tour, Swarathma will put together an exclusive ‘Bindass anthem’ that captures the REST LESS spirit of the youth; the composition will be based on the bands interaction with youngsters during their multi-city tour.

The Bindass Swarathma Rest Less Tour marks the launch of the band’s second full-length album titled Topiwalleh. This album follows their critically acclaimed eponymous debut release in January 2009, which introduced the world to their brand of folk rock and won the band the JD Rock Award for Best Band, Album and Song of the Year.

Commenting on the association of Bindass and Swarathma for the Rest Less Tour, Kunal Mukherjee, Director Marketing, UTV & Bindass Networks “Bindass as a youth brand has evolved over the years and has become much more than just a television channel. Music is the language the youngsters speak and it is important for a youth brand like Bindass to give them a world class music experience. Folk Rock is an emerging genre and Bindass believes that it has strong following amongst the youth and a band like Swarathma with their unique footprint in folk rock fit the bill. It will also be interesting to see the composition of a Bindass anthem by Swarathma that will resonate the brand’s refreshed philosophy encouraging the youth to do more and rest less.”

Since their first album, the Swarathma has quickly grown to become one of India’s premier live acts, with performances over the world including festivals across the UK, Hong Kong, Singapore, Australia and Morocco. This time around, acclaimed composer/producer Loy Mendonsa worked with the band, helping them polish their new compositions, while retaining the ethos of the band’s identity. This album also represents a subtle shift in the Swarathma sound. While they stay true to their folk roots, the compositions reflect the development in the band members’ individual musicality over the last three years.

Girish ‘Bobby’ Talwar, Co-Founder OML and Artist’s Manager says, “Swarathma‘s Topiwalleh album is going to be like a shot in the arm for the Indian folk rock scene, it’s going to be big. The writing process has been mentored by Loy Mendonsa who is one of the most diverse musicians and producers in our country. Having a brand like Bindass on board only ensures that Swarathma’s unique sound will reach out to the largest group of the coolest people in the country and more importantly, the people that really enjoy Swarathma’s blended genre of music”.

Loy Mendonsa, the producer of the album says, “They are a great live band with a lot of color and a nice Indian touch to the performance. I have always liked the kind of songs they have written and the social messages their lyrics carry. I have tried to bring in the theatrical angle of their performance into the album” Vasu Dixit the vocalist from the band says, “It’s great that a popular youth brand like Bindass promotes Folk rock as a genre, this will definitely help us reach out to our audience on a much larger scale. All of us in the band are really excited about the Bindass Swarathma Rest Less tour and more so about the anthem that we are going to put together. It’s the first time that we will document our experiences with inputs from the youth and compose such an anthem…it’s truly going to be a unique sound.”

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