Arré and Mindshare collaborate with Ilaiyaraaja for a 'digital-first' film on Facebook
Mindshare's specialised content solutions arm Content+ is working on this initiative
Music unites. Music inspires. Ilaiyaraaja, Isaignani, as the master is called lovingly, has united and inspired generations with his spellbinding work across Tamil, Telugu, Kannada, Hindi, Malayalam, English and many others. The reclusive saintly master, known over the decades for his humility and unique skill in having mastered and disrupted the art form is all set to disrupt all over again choosing to tell this unique story to a whole new digital generation via the Facebook platform, which looks at this initiative as a regional global story straddling millions of Ilaiyaraaja fans and music communities across a swathe of geographies and interests and Arré, the new multi-genre, multi-format digital destination. Joining this initiative is Mindshare, whose specialised content solutions arm Content+ is working with Arré to tell this important story using their deep-rooted expertise and understanding of consumers across the globe.
This ‘digital-first’ film will play out first on Facebook and Instagram platforms and Arré and Arré platforms. Arré has recently launched its music vertical, Arré Earworm, and has also entered the Tamil market and will soon be launching originals in Tamil.
Ilaiyaraaja or Raja Sir, as he is fondly called, has a pan-India and international fan base that till now have been fed with basic facts and statistics of his illustrious career.
This ‘digital-first’ film will be a cinematic recreation of his unique and inspiring story. True to the nature of the medium and the genius of the artist, Arré is in the process of collaborating with domestic and international creative talent to create what will be a path-defining moment for music and media.
The maestro will interact with his fans regarding the project via an exclusive Facebook Live interaction on September 29, 4:30 pm onwards on https://www.facebook.com/ArreIndia, https://www.facebook.com/ArreTamil/ and https://www.facebook.com/Ilaiyaraaja/
Ilaiyaraaja said, “I come from a small village and have had no formal training in music or any classes from the masters of Indian classical music. Yet, somehow, music flows through me like the natural flow of water or the flow of breeze. Music has done much more for me than I have for music. Music has made me, Ilaiyaraaja. I am looking forward to sharing my musical journey with all my fans and music lovers on Arré and Facebook.”
Sriram Bakthisaran, strategic advisor and close confidante of the Maestro said “This is a unique and prestigious collaboration of partners of repute; Facebook, Arré and Mindshare, which befits the stature of the Legend and the true potential of his journey.”
B. Saikumar, Founder–Arré, said, “We at Arré are honoured and humbled to be working closely with the maestro whose extensive work and influence know no bounds in geography or language. Arré believes that digital is no longer the mainstay of just the millennial; it is increasingly the medium of choice across age groups and community-led affinities and interests. To that end, the Maestro and this film will be the ultimate leveller bringing together different sets of audiences united in their common quest for music and love for Ilaiyaraaja, the Maestro. We are pleased to partner with Facebook to ensure that we take this work to millions across India and the world and believe that this is one more important step in the country’s and media’s digital evolution. Arré has recently launched its music vertical, Arré Earworm and also moved into the Tamil market, and this film will play across these new verticals apart from Arré and its platforms. We are delighted to have Mindshare as a strategic partner to provide the required amplification and partners this project deserves.”
Saurabh Doshi, Head, Media Partnerships, at Facebook India said, “It is exciting to have renowned musician and Maestro Shri Ilaiyaraaja connect with his fans, and for them to be able to see this unique film, on the Facebook platform. Millions of people who are on Facebook will now be able to have the opportunity to get a glimpse into Ilaiyaraaja’s musical journey and his work through this video series on our platform.”
Prasanth Kumar, CEO, Mindshare South Asia said, “A whole generation has grown up listening to the compositions of Ilaiyaraaja and a new generation is rediscovering his music via the internet and his new movies. It is therefore essential for us to understand the motivation that brings this creative genius alive, and take him closer to a new audience. Media today, especially the digital medium, is giving us the opportunity to tell this story creatively, with the man reliving his musical journey again via video, text and imagery. Mindshare is working very closely with Arré in bringing together their expertise to give this unique musical journey the right kind of amplification.”
Find below links to the Maestro’s video address in:
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube