Singers Shaan, Benny Dayal and Sreeram Chandra are promoting music in Bengali, Malayalam and Telugu respectively as part of the third edition of Kingfisher Strong Backstage.
The digital platform features a series of original music compositions in the three languages, and the trio of well-known singers are promoting the property with their own renditions.
Three chosen singing talents from each region will be provided with a launchpad into the music industry via the platform, which kickstarted Aug 6 and will extend till October.
Music aficionados from Kerala, Bengal, Andhra Pradesh and Telangana can revel in the soulful renditions infused with each state's trademark style with their clicks, likes and shares on Kingfisherworld.com, Kingfisher's Facebook page, YouTube channel and exclusively on Fridaymoviez.com.
"The idea is to create an exceptional journey into the roots of India to discover unmatched, soulful and true unique tunes. We hope to introduce regional music in other languages and collaborate with a host of other iconic singers as well in our next editions," Samar Singh Sheikhawat, senior vice president (Marketing), United Breweries Ltd., said in a statement.
"We look forward to excite, engage and entertain music enthusiasts while simultaneously launching the next generation of musical sensations in the digital space," Sheikhawat added.