Sony MIX, the Hindi music channel from Sony Pictures Networks India (SPN), has launched ‘The Dhun Project’ that celebrates the 5-year anniversary of the channel in India. Launched in 2011, the music channel has set itself up as a destination dedicated to music and entertainment in India.
As part of the project, a unique lyrical composition has been curated to serve as ‘The Dhun Project’ anthem, championing the cause. Sony MIX for the first time ever, has brought together stalwart CXO’s from the advertising and media industry to record an exclusive music video for the anthem. CVL Srinivas (GroupM), Vikram Sakhuja (Madison), Shashi Sinha (IPG), Sandip Tarkas (Future Group), Amin Lakhani (Mindshare), Anupriya Acharya (Zenith Optimedia), Shuchi Singhal (Idea Cellular), Harish Shriyan (OMD), Sonal Dabral (Mudra), Rohit Gupta (SPN) and Neeraj Vyas (SPN) are the eleven CXO’s featuring in Dhun Project music video.
You can watch the video here:
The first leg of The Dhun Project involves Sony MIX’s contribution of Rupees 10 lakh towards helping a musician who needs medical support. The Dhun ambassador for this year, is Roshan Ali (a dholak player).
On the other hand, the project is leveraging the crowdsourcing platform Ketto.Org, co-founded by actor Kunal Kapoor to raise funds for SPIC MACAY to organize a series of events across the country that will enable heritage musicians to perform in schools and colleges.
Young students will be exposed to music performed by nationally celebrated musicians, who in turn will continue to earn a living from this artistic endeavour.
Commenting on this project NP Singh, CEO, Sony Pictures Networks India (SPN), said, “Music is a terrific medium of empowerment and we, at Sony Pictures Networks are proud to espouse an art that aligns with and supports our business. With The Dhun Project we want to encourage talented musicians, to help them further contribute to music in India and inspire society with the melodies they create that harmoniously unite us.”
“In a span of five years, Sony MIX has risen to become one of India’s leading music channels. This achievement is solely the people’s endorsement of our vision - to be the most music-centred destination on Indian television. On the occasion of our channel’s 5th anniversary, this is our way of giving back to music, by empowering its creators, curators and everyone associated with the art in India,” said Neeraj Vyas, Senior EVP & Business Head - Max Cluster & Sony Mix, Sony Pictures Networks India (SPN).