Deva Premal & Miten wanted to promote the song Strong My Roots from Songs For The Sangha. We discussed changing the format slightly to have less mantra for the Triple A and Non-Commercial audience however we loved the story about how Gayatri Mantra was picked up and used by Cher so Deva Premal & Miten reworked the original and came up with a new 2015 version which we included in the release.
While Strong My Roots was very well received in the US Radio Markets, the big surprise was how well Gayatri Mantra went. Stations who would never play mantra music added it to their playlist, partly because of the Cher connection and also because it has become such an iconic song At the end of the campaign 72 FM radio stations were spinning their songs.
Deva Premal & Miten
Triple A & Non-Commercial - US
72 Radio Downloads