Music and Youth
9XM asks ‘Who is the Idiot’?
MUMBAI: The on-going elections have caught the nation’s imagination like none other; be it the political parties themselves or the media which includes print, radio, television and digital.
The latest to join the brigade is Bollywood music channel, 9XM, which has taken upon itself the onerous task of encouraging people to step out and vote. The channel has created a music video titled ‘Who is the Idiot’ in collaboration with Artist Aloud, Rapper BlaaZe, and Paul J, which urges viewers to wake up and cast their vote.
‘Who is the Idiot’ was launched on 9XM on 3 April and will be played across 9X music channels including 9X Tashan, 9X Jalwa, 9X Jhakaas and 9XO. “This is the way to talk to today’s youth- through music and dance. And that’s how we are educating them. We are playing the video every hour currently,” says 9XM content head Sunder Venketraman.
The video shows a school annual day function, where kids are dressed up like politicians and elders are shown blind-folded. “We are not portraying any politician or political party in a negative way. The video is about being happy and enjoying the right to vote,” says Venketraman. “The idea was to show how, at times, we are so engrossed in our day-to-day work that we tend to take things that are of national importance, lightly. Our effort is to convey to our target group that there is a need to wake up and vote. We are urging the youth to take the elections seriously and take out time and vote.”
To its credit, the video, choreographed by 9XM’s in-house creative team, features the channel’s lovable toon duo – Chhote and Bade. “9XM is a house of Chhote and Bade. At times, a message sent out by them is impactful and so, we had to use them in the video,” says Venketraman.
The shooting was completed in one day. “But the pre-production took us almost 20 days and the post-production took five days. Since we were shooting with kids, we had to manage them well. Also, kids require a lot of attention. We were conscious about casting them,” informs Venketraman.
‘Who is the Idiot’ is also being promoted on YouTube, which has already got nearly 23,666 views. Apart from the main video currently being aired, eight 30-40 second videos have also been created. “The agenda is to wake up the youth. We are circulating the videos through Twitter, Google+, Facebook, WhatsApp, WeChat, BBM, Pinterest, Instagram and Vine.” Says 9XM SVP- Digital Vibha Gosher.
Interestingly, the videos draw attention to unique characteristics of the now well-known names in politics in a humorous manner. “Through these videos, we are portraying the ordinary life of these politicians. So, like in one of the videos, we show a Sardar and how while he is trying to talk to everyone in the class, the teacher calls him and reprimands him, and so, he decides to stop talking. In another video, we show a kid who refuses to eat lunch, because he is fasting,” explains Gosher.
How many youngsters will actually go out and vote is difficult to predict but 9XM deserves a thumbs up for the effort.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
