Touchy Notes

Oscar nomination & Brand Bombay Jayashri

Pi's Lullaby from Life of Pi has been nominated in the music (original song) category for the 85th Academy Awards. It is written and sung by Carnatic vocalist Bombay Jayashri.

Enhanced brand value

What does this Oscar nomination mean to Brand Bombay Jayashri? What does it portent for Carnatic music, in general? It will instantly increase the brand value of Bombay Jayashri. The enhanced appeal, consequently, will substantially increase the number of followers of this brand. This will have a positive fall-out on the audience profile, and also the size at her Carnatic music concerts. As it is, Bombay Jayashri commands a full-house audience for all her concerts. Oscar nomination will enhance the brand appeal, and draw a lot more secular audience.

Secular artiste

She is known for her exquisite ability to deliver pristine music, which appeals to the mind and heart. Her calm, studied and unhurried approach to music has won her acclaim. Her popularity graph has been on a northward journey ever since she sang the sensuous number `Vazeegarah…’’ for the tinsel world. `Vazeegarah…’ has brought huge visibility to brand Jayashri, which has since transformed her into a magnetic personality over the seasons. Unlike A.R. Rehman and others, Jayashri is essentially an ``outside element’’ in the whole Oscar business. That is why her nomination to Oscar is hugely creditable. A secular artiste, Bombay Jayashri is quite adept in handling multiple Indian languages. Her penchant for innovation and her uncompromising approach to music dissemination have all taken Brand Bombay Jayashri beyond geographical boundaries. The Oscar nomination, in its wake, has cast a huge responsibility on her to sustain the enhanced image of Brand Bombay Jayashri. It is easier said than done. One thing is for sure, however. Oscar nomination for singer Jayashri is bound to bring freshness to the world of Carnatic music.

Our code of editorial values

This article is closed for comments.
Please Email the Editor

Printable version | Jul 30, 2021 10:49:27 PM |

Next Story