Link– https://www.youtube.com/watch?v=cS1mcBJOko0

This Navratri, celebrates Maa Durga Devi in her many manifestations with the newest musical release from Tips Music titled “Maa Na Rathda”. It celebrates predominant aspects of Devi. During Navratri, a festival dedicated to the divine feminine, devi manifests in her many forms.

Divya Kumar says, “‘Maa Na Rathda’ is a happy, foot tapping Garba with a fusion of playful lezim beats. Beautifully written by my friend Priya Saraiya. Priya and I have performed during Navratri for more than 10 years in Gujarat so the festival is very close to my heart and every year I seek blessings of “Mataji” by singing garba songs. I composed “Maa na rathda” during lockdown and I am glad that it has been released on the platform of Tips Gujarati YouTube Channel. It has been always a great pleasure doing songs with Tips.”

Priya Saraiya says, “Every time I try my best to bring in a new flavour when it comes to write a garba as this genre is very close to my heart. It brings back the beautiful childhood memories of performing mataji garba with my grandfather. When Divya Kumar played me this melody I instantly connected with the vibe and knew exactly what he was looking for. “Maa na rathda” is a special song as not only I got to write the lyrics but also being a creative head at Tips I got the opportunity to work with my friend Divya Kumar. Always thankful to Tips Gujarati for believing in Gujarati music and artists.”

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In terms of business estimates, as per census* 2011, only 43.6% of Indians speaks Hindi as a mother tongue, while 56.4% speak the other 1370 languages as their mother tongue including the 21 national languages which have over a million native speakers. Recognizing this, brands are increasingly turning regional to reach out to customers in their languages. Last year, Google launched its Assistant in 9 Indian languages. Twitter has launched a 6-language feed in India and now reports that only half of its tweets are in English, followed by Hindi and Tamil. Content apps like Facebook, Netflix and Amazon support 8-9 Indian regional languages, in addition to the many international languages they serve their content in.

According to a KPMG report titled ‘India’s Digital Future: Mass of niches’, with the digital migration of English-speaking audiences almost complete, most new users coming online, there are expected to be 500 million of them by 2030, will access the internet in their local language. With the rapid proliferation of Jio and cheap internet in the country, people have access to the internet but not content in their regional language. This is one of the main reasons why Tips Industries also known to be pioneer in the business in many aspects is now looking at this large, net-savvy yet untapped market across India.

There is a great creative and business opportunity for local language-specific and culturally appropriate content relevant to diverse audiences and we are already working having great content in the development in Gujarati, Punjabi, Bhojpuri, Haryanvi and now Marathi, Mr Taurani asserts. In the past one month itself our reginal channels have had some great heart whelming work: On our Gujarati channel: our last music video “Vidaai” featuring Bhoomi Trivedi, Parth Bharat Takkar and Priya Saraiya was an instant hit. It has got great reviews and acceptance across the industry and viewers. A few days ago saw the launch of “Muinja Lada” a Sindhi song by Vandana Nirankari. Sindhi having a very niche audience yet Tips is backing its artists with great dedication. Now, we launch the Marathi channel which will encourage local artists and bring its viewers path breaking content.

‘At Tips Industries we see a multilingual decade ahead and are working towards creating path breaking content for the viewers in terms music and films’ Kumar Taurani concludes.

The post Decade ahead entertainment will be Multi-Lingual as well as Multi-Cultural : Kumar Taurani first appeared on Latest News, Breaking News, National News, World News, India News, Bollywood News, Business News, Politics News, Sports News, Entertainment News - CineBuster.