Monday, October 18, 2021

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    Duroflex and SaPa come together for a special World Music Day celebration

    On the occasion of World Music Day, India’s leading sleep solutions brand Duroflex has joined hands with SaPa (Subramaniam Academy of Performing Arts) the renowned music academy led by singer-songwriter Bindu Subramaniam and violinist Ambi Subramaniam, children of legendary musicians Dr. L Subramaniam and Kavita Krishnamurti.

    In the first of their collaboration series, Duroflex Sounds of Sleep Sessions, a soulful rendition of the classic Tamil lullaby “Ennama Thozhi” has been released. The beautiful rendition of this lullaby has been performed by Bindu and Ambi Subramaniam, along with talented young musicians from SaPa. The song is about a little girl who has lost her doll and now misses it. 

    Duroflex Sounds of Sleep X SaPa is the first of many lullabies, as part of Duroflex’s Sounds of Sleep Sessions which will include various music renditions in acoustic and unplugged releases.

    Duroflex Sounds of Sleep is a unique music digital series launched by the brand on World Sleep Day. It explores the role music plays in bringing about a good night’s rest by recreating classic regional lullabies from across India into a digital music series to help new age, millennial parents soothe their babies and help induce sleep. An overwhelming response to Duroflex Sounds of Sleep Season 1 saw the initiative garner 22 million plus views on Duroflex and Sony Music India’s YouTube and social channels. With Duroflex Sounds of Sleep Sessions, the brand will collaborate with various artists throughout the year to release more classical regional lullabies that will take listeners back to their roots and encourage a more blissful sleep.

    Speaking on the release of the new lullaby, Smita Murarka, Chief Marketing Officer, Duroflex Pvt. Ltd. said, “After the overwhelmingly positive response received for Season 1, we were encouraged to continue with Duroflex Sounds of Sleep Sessions. In the new edition of this unique digital music series we will collaborate with regional musicians across the country to re-create more soulful lullabies that will help assist in better quality sleep to our consumers. We are excited to collaborate with Subramaniam Academy of Performing Arts and their young talented musicians to further our mission of encouraging healthy sleep. World Music Day is an apt occasion for us to celebrate the triumph of Duroflex Sounds of Sleep and widely amplify our purpose of helping India sleep better.”

    Commenting on the association with Duroflex, Bindu Subramaniam – Singer-songwriter, Co-Founder and CEO, Subramaniam Academy of Performing Arts saidNo matter where we come from, we have one  common element – as children, someone sang us a lullaby and soothed us to sleep. This is just one of the numerous ways in which music can be a powerful medium. It’s wonderful to share this sentiment with Duroflex. In the last year, we’ve all come to realize the value of gratitude, and the importance of getting enough rest. This World Music Day, it’s a pleasure to join hands with Duroflex and recreate one of India’s many beautiful lullabies. We hope everyone enjoys it.”

    Commenting on the association, Ambi Subramaniam – Violinist, composer, Co-Founder and CIO, Subramaniam Academy of Performing Arts saidWith a sharp increase in screen time these last few months, it’s important that we all create a sleep routine and stay well-rested. It’s a pleasure to be a part of the Duroflex Sounds of Sleep campaign, and I hope that this lullaby helps everyone get the good night’s sleep that they deserve.”

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