Title | KEEPING THE LEGEND ALIVE |
Brand | SAREGAMA INDIA |
Product / Service | SAREGAMA MUSIC |
Category | A01. Mailings |
Entrant | McCANN WORLDGROUP INDIA Mumbai, INDIA |
Entrant Company: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
DM/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 | Planner |
SaReGaMa Music, India’s premier Music Company, wanted to re-master rare recordings of Indian Classical music. The problem was that these recordings lay trapped on analog tapes in the cupboards of music lovers across the country. In order to find and preserve these gems, the ‘Keeping The Legend Alive’ initiative was founded. The strategy was to use Sawai Gandharva, India’s largest classical music festival, to locate these rare recordings. But since the demise of the festival’s founder and music legend, Pandit Bhimsen Joshi, there was fear of a low turnout. The direct campaign thus had to ensure a healthy turnout of music lovers.
Pandit Bhimsen Joshi’s demise was not only a loss for Sawai Gandharva but classical music as a whole. Every musician in the country held him and his achievements in the highest regard. Thus the portraits, other than being pieces of art, also struck an emotional cord and became a compelling enough reason to perform at the festival. And coming from SaReGaMa, India’s most respected music company, the initiative came with undeniable credibility.
In order to get a big audience, we needed big names on the list of performers at the festival. Using over 1100 metres of tape from cassettes of Pandit Bhimsen Joshi, his portraits were weaved together. Each portrait culminated in a CD of Panditji’s biggest hits. They were then sent to 9 celebrated musicians as invites. The portraits brought to life the idea that SaReGaMa was doing everything possible to preserve classical music and that they needed the help of these musicians to take the initiative forward.
All classical musicians who were invited to the festival accepted the invitation and willingly came forward to perform at the festival. Seeing the lineup of performers, the festival saw a 46% increase in attendance. The initiative to digitally remaster tapes was well received by fans of Indian Classical music from around the country. Saregama now has 230 rare recordings of classical music and work is underway to make them eternal. Also owing to an overwhelming response from fans, other musicians are now being immortalized in tape including Pandit Ravi Shankar, Ustad Bismillah Khan and Ustad Zakir Hussain.