DViO Digital launches a Holi Anthem with Sukhwinder Singh for Meesho’s latest campaign

DViO Digital, a leading creative-tech and digital-first marketing agency, has curated a beautiful ‘Holi’ anthem for Meesho. Capturing the essence of the festival, the song aims to disregard stereotypical prejudice and unite people through colours. With a strong message of diversity and inclusivity, ‘Anokhe Rang Meesho Ke Sang’ is the brand’s way to instantly reach out to millions of consumers across the Indian Sub-continent with a feeling of absolute togetherness.

Sung by internationally acclaimed singer Sukhwinder Singh and music composed by Akshay & IP, the song essays the feeling of bringing people together, just like different shades and hues of Holi. Uniting the country with colours of love, the lyrics capture a unique perspective, wherein every colour represents a different tradition, but when blended together, they represent our country as a whole. The wide variety of colours is a true manifestation and representation of Meesho’s inclusiveness.

The idea stemmed from Meesho’s core business proposition of connecting small businesses and individual entrepreneurs with millions of customers, selection from over 700+ categories, pan-India logistics, payment services and customer support capabilities to efficiently run their businesses on the Meesho ecosystem.

Ms. Sowmya Iyer, Founder & CEO, DViO Digital, commenting on the campaign, 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.”

Speaking about the campaign, Mr. Lucky Saini, VP and Head of Brand Marketing, Meesho said, “As a brand, it has always been our endeavour to conceptualize campaigns which our consumers can resonate with. 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 campaign was taken live across Meesho’s social media handles from Wednesday, 16th March 2022