DViO Digital recreates 'Vande Mataram' for Gaana

This version features artists from nine different linguistic backgrounds including Malayalam, Assamese, Urdu, Hindi, Marathi, Punjabi, Odia, Telugu & Bengali to highlight India's cultural diversity

e4m by exchange4media Staff
Updated: Jan 28, 2020 5:00 PM
Gaana Vande Mataram

On the occasion of India’s 71st Republic Day this weekend, DViO Digital conceptualized a recreation of Vande Maatram for a campaign for music streaming app Gaana. India has always been hailed around the world for its unity and strength with a beautiful diversity seen across its landscape, food, people, religion, language & customs. This essence is what makes India, ‘INDIA’ with all of its beauty & exuberance.

To celebrate India’s vibrancy in diversity Gaana unveiled ‘Vande Mataram- The National Song of India since 1950’. This goosebump-inducing rendition, speaks to the soul of the nation and creates a shared space, cutting across the boundaries, to amalgamate different cultures together. This ode to our motherland, which played a vital role during the Indian Independence movement, has a renewed sense of significance during these dark days where there is an urgent need to rekindle the commitment, we as citizens have to our country.

This version of Vande Mataram features artists from nine different linguistic backgrounds that are Malayalam, Assamese, Urdu, Hindi, Marathi, Punjabi, Odia, Telugu & Bengali to portray that in spite of our regional differences, we have one united identity and that is - ‘ONE INDIA’. The imagery of the video which begins with black & white scenes through the lens of diversity then transforms into a colourful visual symbolizing the vision and hope for an integrated & vibrant future.

Prashan Agarwal, CEO of Gaana said, “Music is one of the few strains of humanity that has the sublime power to cut across cultures, faiths, and borders to evoke our shared sense of culture, folklore, and music. To that effect, we have curated playlists that bring out the flavour of our music and our people as we tip our hats to one of the greatest songs that celebrate our spirit of unity. This Republic Day, we invite every Indian to discover and celebrate the music of our nation - only on Gaana.”

Sowmya Iyer, Founder & CEO of DViO Digital commented, “Never before has there been a need to recommit to the sense of patriotism and India. DViO believes in bringing the wealth of artists from all over the country and brands together to create more unique co-branded content. And this was our initiative in that direction. Gaana is one of the most enterprising brands we have worked with who believe in promoting great talent and also regional music.

DViO Digital successfully executed this campaign in association with Qyuki, as the Artist connect partner & Kavit Mody Production as its Production partner.

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