iWorld
ZEE5 celebrates creating yourself, one story at a time
Mumbai: ZEE5, one of India’s largest home-grown video streaming platforms, today unveiled its content brand manifesto through a thought-provoking film that reflects the underlying change in the mindset of today’s viewers. As opposed to a linear quest for a singular goalpost of ‘settling down’, the film captures and celebrates the fluidity with which people have begun to make life choices; unravelling new dimensions within themselves and exploring uncharted territories as they journey through life.
The campaign film, ‘Roz Kuch Naya Bante Raho’ uses the device of a sculptor to showcase this philosophy. In the course of the film, we see him mould, shape, chisel and recreate a piece of art using different materials, styles and textures. We see him create an array of busts which are inherently the same, yet strikingly different. This visually powerful metaphor represents the multiplicity within each of us and the constant evolution of a work-in-progress generation. Viewers are urged to embrace this fluidity through inspiring lines like “Behte Raho, Aakaar Lete Raho, Roz Kuch Naya Bante Raho”. The film ends with a poignant question – “Aaj Kya Banoge?”
The visual metaphor is further enhanced by actor Manoj Bajpayee’s evocative narration. His delivery adds character to the film as he truly embodies the spirit of multiplicity. From being a theatre actor to taking on diverse film roles that explore his sheer range as an artiste and now his latest turn as a producer, he has transcended the confines of familiarity and pushed the boundaries of creative expression. Strengthening the connection with the artist further, the film opens with the manifesto line penned in Manoj’s very own handwriting.
Bajpayee said, “As a platform that has its finger on the pulse of the viewer, ZEE5 is sending out a very relevant and critical message through its new content brand manifesto. At a time when people don’t want to be bound by labels and wish to stay unfinished rather than settling down, ZEE5 endeavours to tell stories that will serve as a springboard to its viewers’ aspirations, fuelling their path of self-discovery. As an artiste, the diverse roles I’ve had the opportunity to play have helped me explore the different facets of my personality. As someone who has been a part of some of the platform’s finest content, I was more than pleased to be the voice that delivers such a pertinent message.”
ZEE5 India CBO Manish Kalra said, “We, at ZEE5, believe that our customers are our key priority and all our teams focus on delivering to meet their expectations. Be it storytelling, technology or business initiatives, they must stem from a profound understanding of our consumers’ lives, their desires, need-states and beliefs. Our content brand manifesto will serve us as a compass that guides the brand’s journey over the years, aligning all stakeholders, content partners to craft an experience that truly resonates with our audience.”
ZEE CMO – content SBU Kartik Mahadev said, “Today’s youth are seekers, explorers; a work-in-progress generation. As believers and cheerleaders of this new mindset, ZEE5, through its content, invites everyone to explore the countless dimensions and versions of themselves; to keep creating themselves, one story at a time. From immersive dramas to documentaries, from comedies to thrillers, from India and around the world, ZEE5’s rich and varied range of offerings have the potential to unlock, inspire and shape ideas, dreams, beliefs, possibilities and behaviour.”
iWorld
Anirudh Ravichander and Universal Music India join forces to take South India’s sound to the world
The composer behind 13 billion streams launches Albuquerque Records with UMI as its exclusive global partner
MUMBAI: Universal Music India has struck an exclusive partnership with Albuquerque Records, the freshly minted independent label of singer-composer Anirudh Ravichander, in a deal that bets big on South India’s booming pop and hip-hop scene going global.
The arrangement, announced on 17 March, will see Universal Music India handle future pop and hip-hop releases by Anirudh himself, as well as artists signed to the new label. A first release is already in the pipeline for April, featuring Anirudh.
The numbers behind the man are hard to ignore. Debuting in 2012 with the viral sensation “Why This Kolaveri Di”, Anirudh has since clocked over 13 billion audio streams across more than 770 tracks, cementing his position as the No.1 South Indian artist on Spotify by total streams. His fingerprints are all over some of the Tamil film industry’s biggest musical moments, from Hukum and Vaathi Coming to Arabic Kuthu and the A23 Theme.
But Albuquerque Records is a different beast. Built for the non-film space, it is designed to nurture independent talent and champion the next wave of Indian pop voices. “Universal Music India’s leadership in pop and hip-hop made them the natural partner,” said Anirudh. “I’m excited to take independent voices to audiences around the world.”
Universal Music India’s chairman and CEO Devraj Sanyal was equally effusive. “Anirudh represents the future of Indian music, bold, original, and with enormous potential,” he said. “Identifying transformative talent is our superpower, and this partnership reflects that belief.”
Sanujeet Bhujabal, managing director of Universal Music India, framed the deal as more than a distribution play. “Albuquerque Records represents Anirudh’s bold artistic vision in the world of pop and hip-hop,” he said. “True to his legacy of innovation, this partnership is set to establish yet another landmark creative space, this time for the emerging world of iPop and beyond.”
For Universal Music India, the deal deepens a long-running push into South India’s four key language markets: Tamil, Malayalam, Kannada and Telugu. The label already has regional imprints, film partnerships with Maddock Films and Excel Entertainment, and a growing non-film roster. Landing Anirudh, arguably the south’s most bankable music brand, is a statement of intent. South Indian music has the streams. Now it is coming for the world.
