KEEPING THE LEGEND ALIVE

TitleKEEPING THE LEGEND ALIVE
BrandSAREGAMA INDIA
Product / ServiceSAREGAMA MUSIC
CategoryA02. Posters
EntrantMcCANN WORLDGROUP INDIA Mumbai, INDIA
Entrant Company:McCANN WORLDGROUP INDIA Mumbai, INDIA
Design/Advertising Agency:McCANN WORLDGROUP INDIA Mumbai, INDIA

Credits

Name Company Position
Prasoon Joshi McCann Worldgroup Chief Creative Officer
Denzil Machado McCann Worldgroup Creative Director
Abhinav Tripathi McCann Worldgroup Creative Director
Kunal Mhabadi McCann Worldgroup Art Director
Ketan Mhabadi McCann Worldgroup Art Director
Abhinav Tripathi McCann Worldgroup Copywriter
Satyajeet More McCann Worldgroup Illustrator
Anant Nanavre McCann Worldgroup Illustrator
Ketan Mhabadi McCann Worldgroup Illustrator
Chirag Doshi McCann Worldgroup Image Retouching
Sandeep Barge McCann Worldgroup Photographer
Loknath Panigrahi McCann Worldgroup Photographer
Kiran Patankar McCann Worldgroup Photographer
Robert Joseph McCann Worldgroup Production
Meraj Khan McCann Worldgroup Production
Jagdish Raj McCann Worldgroup Production
Bennita Jacob McCann Worldgroup Account Manager

Brief Explanation

The objective was to provide SaReGaMa with as many rare recordings as possible so they may preserve them. But the challenge wasn’t just to locate these recordings, but also to convince fans to part with them.

The Brief

For centuries Indian Classical Music had been exclusive to Gharanas, where performances were recorded by only the elite and noblemen. Passed down from generations, these rare recordings are often found gathering dust in the cupboards of music lovers. SaReGaMa, India’s premier Music Company, wanted to find and digitally remaster these gems.

How the final design was conceived

In order to reach out to the biggest possible audience with a minimum cost we decided to use India’s largest classical music festival, the Sawai Gandharva, as grounds for our activity. The festival had recently lost its founder and music legend, late Pandit Bhimsen Joshi. Thus, we decided to bring our message to life through a SaReGaMa tribute to the legend. Using SaReGaMa's tapes of his recordings we weaved together 5 musical portraits of Panditji. Each portrait was intricately woven with over 1100 metres of tape and culminated in a digitally remastered CD that played the legend’s greatest hits.

Indication of how successful the outcome was in the market

Thousands of music lovers who attended the festival were awed by the portraits. It was covered by local and national media. Owing to an overwhelming response from fans other artists were immortalized in tape too including Pandit Ravi Shankar, Ustad Bismillah Khan, Ustad Zakir Hussain and Ustad Amjad Ali Khan. Furthermore the initiative to digitally remaster tapes was well received by fans of Indian Classical music from around the country. Saregama now has 230 recordings of these masterpieces and work is underway to make them eternal.