Sony Music India collaborates with MAAC to generate brand awareness

With the growing demand for animation and VFX in recent times, MAAC, one of India’s premier animation institutes, recently collaborated with Sony Music India to create awareness about their brand.

 

The idea was to encourage the youth to follow their passion and choose a career of their choice. Keeping an eye on the core message to be conveyed, Sony Music selected a popular song from its catalogue ‘Love You Zindagi’ from the movie ‘Dear Zindagi’, a song which communicates the message “celebration of life” and is extremely popular among the youth.

 

Sony Music India selected Voctronica, India’s best acapella band for this project. The identity of the band resonates and compliments MAAC’s TG perfectly for the message to be conveyed. A career in Animation and Voctronica as a band go hand in hand as both are roads less travelled.

 

Commenting on this association, Kiran D’cruz, Head - Brand Partnerships, Sony Music India said, “When MAAC approached us we knew we had to think radically. Using our music segmentation tools, we were able to identify the genre, song and related artist to be associated with this project. Hence, we decided to work with Voctronica on the song “Dear Zindagi” as the TG MAAC wants to connect with resonates with the band as well as the song. It was a perfect match. The music video is across all digital platforms and has resulted in increased brand traction for MAAC across all their institutes nationally.”

 

The music video talks about a young and creative boy who is at the crossroads of life in respect to his career aspirations, and how he is led down a road that opens up a world of great possibilities for him. Voctronica, in their trademark style, have given a unique flavour to the song by creating a very fresh and distinctive soundtrack.