Bandhan Bank announced renowned singer, actor, and composer, Zubeen Garg, will be the brand ambassador for the bank in Assam. The Bank’s association with Zubeen Garg reflects a common passion for reaching out to the people of Assam and making a positive impact on their lives.

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 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, milicho akei shuror bandhane (Assam is in my mind and soul, and bound together by the bond of music),’ 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 in various picturesque locations, has been shot across locations like 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 of local Assamese talent. The music has been composed by Shekhar Jyoti Goswami. Sasanka Samir is the Assamese lyricist for the song.

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

In addition to the song and music video, Bandhan Bank will also embark on a campaign featuring Zubeen, to be run across television, print, OOH, radio, and digital media.

Youtube link – https://www.youtube.com/watch?v=32DC53XPGgM