Home >> Industry-Briefing >> Article

Shell is 'On Top Of The World' with new music video

11-December-2017
Font Size   16
Shell is 'On Top Of The World' with new music video

Shell and a band of international stars unveil a new music video called ‘On Top of the World’ to put the spotlight on a range of clean energy initiatives being undertaken across the world to reduce air pollution and spread awareness of their benefits.
‘On Top of the World’ features five global music artists - including Oscar-winner Jennifer Hudson, British songstress Pixie Lott and India’s very own Monali Thakur – and uses cutting-edge custom animation to help each star demonstrate the impact of clean energy projects supported by Shell around the world, including Brazil, China, the US, Kenya, India, Germany and the UK.

The video showcases both ‘bright energy ideas’ created by entrepreneurs supported by #makethefuture campaign, and some projects from Shell and its partners to create cleaner energy solutions like:

• Shell Natural Gas: Providing cleaner cooking option with piped natural gas, combating indoor pollution, and empowering women by reducing the time they spend in the kitchen – a time they can allot to exercise their basic right to education and employment

• Insolar: Providing solar energy access to low income communities in Brazil
• GravityLight: Creating sustainable and cleaner light for families and children in Kenya
• Shell Partnership with Global Alliance for Clean Cookstoves: Bringing clean cook stoves to families and creating healthier homes in China
• Shell Hydrogen: Creating additional cleaner transport choices for the future in the USA, Germany and the UK

‘On Top of the World’ is the latest chapter in the #makethefuture global energy relay, that began in 2016 with the launch of the ‘Best Day of My Life’ music video, which subsequently topped viral video charts and became one of the most viewed online videos of the year globally.

Oscar-winner Jennifer Hudson, British songstress Pixie Lott, Brazilian chart-topper Luan Santana and Nigerian artist Yemi Alade reunite, and are joined by Indian talent Monali Thakur to cover the Imagine Dragons’ hit ‘On Top of the World’.
In the Indian context, the music video highlights the benefits of natural gas as an alternative to dirtier form of burning fuel commonly used in India for cooking and other indoor activities. Gas is expected to play an important role in energy transition in India. Through #makethefuture initiative and the music video, Shell is engaging with the millennials to educate them about the benefits of gas and its role in combating pollution and carbon emissions.

Nitin Prasad, Chairman at Shell companies in India, said: “Music is a universal language of togetherness and compassion. By tapping into our passion for it with this stellar line up of artists, we can spark a global conversation around access to cleaner energy in an engaging way. Shell believes that collaboration is the key in addressing future energy challenges and through the #makethefuture campaign we are working with diverse partners including business, entrepreneurs, and artists towards unlocking more and cleaner energy solutions.”

Monali Thakur said, “As an artist, I’m proud to be able to lend my voice to spread awareness among younger generations of the benefits of adopting cleaner fuels. In India, a large section of the population still depends heavily on wood or pet coke or kerosene for cooking and other indoor activities. It is essential that they are made aware of their harmful effects, and who best to do that than the younger generation and the millennials.”

The music video on the Shell Youtube page is accompanied by a suite of “Energy Explainer” films for people to find out more about each of the initiatives.

Tags Shell Monali Thakur

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey