Mumbai: Bengaluru based India's e-commerce company, Meesho has curated a special Holi anthem ‘Anokhe Rang Meesho Ke Sang’ with a strong message of diversity and inclusivity. Capturing the essence of the festival, the song sung by acclaimed singer Sukhwinder Singh, aims to disregard stereotypical prejudice and unite people through colours.

The campaign is live across Meesho’s social media handles.

Conceptualised and executed by a digital-first marketing agency, DViO Digital, the campaign aims to instantly reach out to internet commerce platform’s consumers across the Indian Sub-continent with a feeling of absolute togetherness.

“As a brand, it has always been our endeavour to conceptualise campaigns which our consumers can resonate with,” Meesho VP and head of brand marketing Lucky Saini said. “Considering that each community has its way of celebrating the festival of colours, we wanted to create an inclusive message. When we commenced work on the song, Sukhwinder Singh was our obvious choice for his earthy voice, which has the power to evoke strong emotions amongst audiences. This campaign lands perfectly on our message of celebrating the power of diversity, which empowers us and binds us together as a country.”

The idea stemmed from Meesho’s core business proposition of connecting small businesses and individual entrepreneurs with pan-India customers in the brand’s ecosystem, said the statement.

Commenting on the campaign, DViO Digital founder and CEO Sowmya Iyer said, “India is a land of diverse culture and festivities, each of them is celebrated differently across the country. The colours of Holi denote the various facets of life, moods, emotions, seasons et al and that’s when we suggested, ‘Anokhe Rang Meesho ke Sang.’ It not only represents the rich culture of India but also highlights the core nature of the brand.”