Title | KEEPING THE LEGEND ALIVE |
Brand | SAREGAMA INDIA |
Product / Service | SAREGAMA MUSIC |
Category | A02. Posters |
Entrant | McCANN WORLDGROUP INDIA Mumbai, INDIA |
Entrant Company: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
Design/Advertising Agency: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
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 |
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.
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.
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.
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.