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.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
