"We wanted to articulate that feeling you get when you’re at the top of your game."
Fans of Panjabi MC will be delighted to hear that their song, “Mundian To Bach Ke,” is featured in a new Berocca advert.
The TV advert features a chameleon dancing to the song, highlighting the benefits of Berocca.
Created by J. Walter Thompson London, the video was released on Youtube on 17th March 2017.
Berocca hopes this creation, containing the song “Mundian To Bach Ke,” and “Roccy” the chameleon, will be a major success.
They also hired Diarmid Harrison-Murray to direct the advert.
Paul Rizzello, Creative Director at J. Walter Thompson London, speaking to The Drum Website says:
“We wanted to articulate that feeling you get when you’re at the top of your game. And sometimes the best way to express a simple human truth is by doing it without people. This song aptly showed this.”
The video comes as Berocca organises a £3million campaign to promote the benefits of their vitamin tablets.
Watch the Berocca Advert here:
“Mundian To Bach Ke” has a very interesting history. Originally released in 1999, Indian artists Lab Janjua and Panjabi MC performed the song.
First mixed in Birmingham, the song became a part of Panjabi MC’s debut album Legalized.
Upon its initial release, the song debuted highly in numerous charts. It debuted at #2 on the German Charts and #1 on the Italian charts. As well as, #5 on the British Top 40. This made it the first Bhangra song to reach the top ten.
Later in 2002, “Mundian To Bach Ke” became remixed again and was featured in a performance by Jay-Z. The re-release saw one hundred thousand downloads within the first week. Since then, it is believed to have shifted around one million copies. A great record for a Bhangra song.
The song features in many other areas of media, such as, Dancing With The Stars, ER, Bulletproof Monk and Boom.
The wide use of “Mundian To Bach Ke” in media, shows its demanding appeal.
And, no doubt, its use in the Berocca advert will continue this trend!