Monday, November 22, 2010

Using music and icons to cement brand promotions

RnM Team 22 Nov 10 15:55 IST , MUMBAI: One of the largest cement manufacturing companies of north-east India is planning to use music and icons of the north east, led by the legendary Dr Bhupen Hazarika, to cement its brand profile throughout all the states of the north east.

On Saturday, Cement Manufacturing Company Limited, launched a music video, “Our North- East, Our Star’, directed by Aniruddha Roy Chowdhury of Antaheen fame, and featuring Dr Bhupen Hazarika in his first music video composed by acclaimed music composer Shantanu Moitra with lyrics by Swanand Kirkire.

The video was released at an event where Dr. Hazarika was presented with a memento by Sanjay Agrawal, Director Cement Manufacturing Company Limited, and Shantanu Moitra. Dr. Hazarika was also honored with a Gamusa, a tradition much followed and honored in the North East.

The music video, with the Hindi baseline, Sapne Sach Kare, will use TV, local cable channels, Radio, You Tube and all digital platforms for playout. It will hit the air in December and the makers hope that it ends us being an anthem of sorts for the north-east. Film theatres across the north-east are also expected to air the music album before screening movies.

Shantanu Moitra, the award-winning composer of films like Lage Raho Munnabhai and 3 Idiots, told, “This music video features four of the biggest starts from the north east: There’s Mami Varte, who is a huge star in Mizoram; Lou Majaw who is very big in Meghalaya, and Sourabhee Debburma who is equally popular in Tripura. All three are huge in their states, but it is the fourth star, Dr Bhupen Hazarika – the legendary music composer, filmmaker, Dadasaheb Phalke award winner and brilliant singer – who actually transcends all states and is a true national icon for every Indian.”

Together, the four stars have been signed up by CMCL to give a voice to the North East. Says Moitra, “They have come together to give a voice to one sound from the north east, developed by me, and written by Swanand Kirkire.”

Moitra says that while the CMCL music video is a marketing tool for its cement brand, it is nevertheless an extremely sensitive way of “using music with the larger good in mind. It is a lot like responsible branding, more like nationalistic CSR through Music.”

Explaining, Moitra says, “Today, nobody knows much about the North East – there is ignorance, and .............
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