Last Thursday, the industry woke up to a unique music video featuring senior Media & Advertising industry leaders grooving to ‘The Dhun Project’ anthem - a unique lyrical composition curated to serve as the anthem for ‘The Dhun Project’, a CSR initiative to aid musicians launched by Sony Mix, the Hindi music channel of Sony Pictures Networks India (SPN). Shashi Sinha, CEO of IPG Mediabrands India, Rohit Gupta, President, Network Sales and International Business, SPN, Vikram Sakhuja, Group CEO, Madison Media & OOH, Shuchi Singhal, GM – Marketing, Idea Cellular, Harish Shriyan, COO, Omnicom Media Group, Anupriya Acharya, CEO, Publicis Media India, CVL Srinivas, CEO South Asia, GroupM, Sonal Dabral, Chairman and CCO, DDB Mudra Group, Sandip Tarkas, CEO (Sports, Media and Special Projects), Future Group and Amin Lakhani, Leader, South Asia, Team Unilever, Mindshare have participated in the video. Dabral has apparently come up with the idea of performing it live at GoaFest next year.
ABOUT THE DHUN PROJECT
‘The Dhun Project’, is a special initiative launched by Sony Mix, the Hindi music channel from Sony Pictures Networks India (SPN), to commemorate its five-year milestone. The project pays tribute to musicians in India and aims to raise funds to empower musicians and educate them across levels. As part of the project, Sony Mix will contribute Rs 10 lakh to help Roshan Ali, a dholak player who needs medical support. Talking about the genesis of the project, Neeraj Vyas, Senior EVP & Business Head - Max Cluster & Sony Mix, Sony Pictures Networks India (SPN) says, “We were shooting for the ‘Javed Ali Music Room’, a show dedicated to musical instruments and musicians, and wanted to record the songs with the original musicians who have played well known marquee pieces. While we found some musicians, we realized that most have stopped playing and that many were out of work, living in poverty and in complete oblivion. The orchestra used to be played live earlier but today digital sound has taken over and these musicians have no work. Helping the musicians of Bollywood is essentially the essence of the ‘Dhun’ project.” Sony Mix has associated with Ketto, a crowdsourcing platform, and SPICMACAY, an association committed to the cause of Indian music for ‘The Dhun Project.’ According to him, the people featured in the video are ambassadors and custodian of many brands, and their influence might help rope in partners for the project. “They are our friends, who are good singers, and willingly came forward for the cause. Our sales team will carry the video and show it to clients and agencies and if this stays with them, it will grow organically,” adds Vyas.
