Music and Youth
MTV launches ‘Memory Karaoke’ to help people with Alzheimer’s
Mumbai: MTV in collaboration with Ogilvy has launched ‘Memory Karaoke’ – an initiative to help those living with early Alzheimer’s cope with memory loss.
Emphasising how forgetting isn’t funny, ‘Memory Karaoke’ will feature four foot-tapping songs based on commonly forgotten information by those in the early stages of Alzheimer’s. With these songs meant to be practiced daily along with caregivers, MTV hopes to ease their suffering and raise awareness about the progressive disease that presently has no cure, said the channel in a statement.
“Music is nothing less than manna for one and all. MTV Memory Karaoke elevates this very role of music to a higher plane by making a small yet significant difference to the lives of those affected by Alzheimer’s and their caregivers. We at MTV are humbled by the opportunity to be a part of this initiative,” said Viacom18 head of youth music and English entertainmentAnshul Ailawadi.
The sing-along songs will hold important details about the person suffering from Alzheimer’s such as their home address, name, and meals. His or her family and caregivers can also have access to them. The hummable lyrics appearing on the screen like in karaoke will enable the person to remember the information enjoyably and musically over time.
The songs have been written by Ogilvy and composed by Komorebi, an alternative electronic act from New Delhi, and the musical baby of Tarana Marwah – an Indian composer, singer-producer, and instrumentalist who has also lent her voice for the tracks on ‘Memory Karaoke.’ Further, to uplift moods and maintain humour MTV has collaborated with a young comedian on the initiative.
“Music is a therapeutic tool for the mind, body and soul. Memory Karaoke will be an enjoyable, assistive aid for those with early Alzheimer’s to retain, reminisce and recall,” stated ARDSI secretary-general and integrative therapist and dementia care specialist Vidya Shenoy.
In an attempt to create a deeper impact, remove social stigma and reach out to a wider population, MTV has also joined forces with Alzheimer’s & Related Disorders Society of India (ARDSI) as knowledge partners for this initiative. ARDSI, an NGO affiliated with Alzheimer’s Disease International (ADI) is active pan India, and is recognised for providing specialised care services for those living with Alzheimer’s. MTV has also onboarded doctors for the initiative. The channel will leverage its widespread presence to initiate and empower professionals, students, and caregivers in Alzheimer’s month.
“Growing up, we have all experienced how retaining new information would become easier whenever it was set to a tune. With the same being true for those with early Alzheimer’s, we wanted to create a platform where tracks could be customised by the family member by entering important information of the affected member as lyrics,” said Ogilvy Mumbai’s group creative director Akshay Seth and senior creative director Chinmay Raut. “Memory Karaoke offers personalised songs that can be practiced daily, resulting in better retention and recall over time. The mission is to introduce an enjoyable, daily ritual that takes away the frustration and helps the caregiver and the person with early Alzheimer’s to eventually sing in a manner comfortable to them.”
The custom-made karaoke will be available on www.mtvmemorykaraoke.com.
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.
