Report on Shemaroo

DViO Digital Recreates Vande Mataram for Gaana

MUMBAI: On the occasion of India’s 71st Republic Day this weekend, DViO Digital conceptualized this recreation of Vande Mataram for a campaign for India’s favorite music streaming app.

India has always been hailed around the world for its unity and strength with a beautiful diversity seen across its landscape, food, people, religion, language & customs. This essence is what makes India, ‘INDIA’ with all of its beauty & exuberance. To celebrate India’s vibrancy in diversity Gaana unveiled ‘Vande Mataram- The National Song of India since 1950’.

This goosebump-inducing rendition, speaks to the soul of the nation & creates a shared space, cutting across the boundaries, to amalgamate different cultures together. This ode to our motherland, which played a vital role during the Indian Independence movement, has a renewed sense of significance during these dark days where there is an urgent need to rekindle the commitment, we as citizens have to our country.

This version of Vande Mataram features artists from nine different linguistic backgrounds that are Malayalam, Assamese, Urdu, Hindi, Marathi, Punjabi, Odia, Telugu & Bengali to portray that in spite of our regional differences, we have one united identity and that is - ‘ONE INDIA’. The imagery of the video which begins with black & white scenes through the lens of diversity then transforms into a colorful visual symbolizing the vision and hope for an integrated & vibrant future.

Prashan Agarwal , CEO of Gaana said, “Music is one of the few strains of humanity that has the sublime power to cut across cultures, faiths, and borders to evoke our shared sense of culture, folklore, and music. To that effect, we have curated playlists that bring out the flavor of our music and our people as we tip our hats to one of the greatest songs that celebrates our spirit of unity. This Republic Day, we invite every Indian to discover and celebrate the music of our nation - only on Gaana.”

Sowmya Iyer, Founder & CEO of DViO Digital commented, “Never before has there been a need to recommit to the sense of patriotism and India. DViO believes in bringing the wealth of artists from all over the country and brands together to create more unique co-branded content. And this was our initiative in that direction. Gaana is one of the most enterprising brand we have worked with who believe in promoting great talent and also regional music.  

DViO Digital successfully executed this campaign in association with Qyuki, as the Artist connect partner & Kavit Mody Production as its Production partner.

Catch the New Gaana Exclusive “Vande Mataram - The National Song of India since 1950” here:

Latest Reads
Women's Day 2021: Brands inspire, bat for gender equality

Every year in the countdown March 8, brands go all out to woo the ‘fairer sex’, leaving no stone unturned. We are bombarded by a plethora of deals for retail therapy and tempting offers for some actual therapy at spas and salons to pamper women this one day of the year.

MAM Marketing MAM
Central’s new Insta-web series says #WomenWearItBetter

Women’s Day is all about celebrating the true essence of being a woman. To capture the same, Central has released a campaign called #WomenWearItBetter this Women’s Day.

MAM Marketing MAM
Adidas celebrates Women’s Day with Watch Us Move campaign

In the run-up to International Women’s Day, global sportswear giant Adidas has launched Watch Us Move – a campaign to celebrate womanhood and their freedom of movement.

MAM Marketing MAM
Khud Bane Ho Toh, Greenply Banta Hain salutes the resilient human spirit

Furniture manufacturer Greenply Industries has launched a new set of TV campaigns Khud bane Ho Toh, Greenply Banta Hain, which celebrates the resilience of human spirit and highlights the journey of every self-made individual, from humble beginnings, sobering failures to their path of greatness.

MAM Marketing MAM
Jaguar Land Rover to lay off a third of India workforce

Tata Group-owned Jaguar Land Rover (JLR) is undertaking its biggest ever retrenchment drive in its India operations, slashing its workforce by nearly a third, according to a report by Business Today.

MAM Marketing MAM
Why Havells’ new ceiling fan is actually a ‘Feeling Fan’

MUMBAI: Leading FMEG Havells India has rolled out a new advertisement campaign for its technologically advanced ceiling fan category. Conceptualised by Mullen Lintas Delhi, the campaign “It's not just a fan, it's a ‘Feeling Fan’” showcases IoT (Internet of Things) enabled smart features like voice...

MAM Media and Advertising Ad Campaigns
Ahead of Women’s Day, Reebok says ‘It’s A Man’s World’

MUMBAI: British-American footwear and clothing company Reebok has launched its latest campaign titled ‘It’s A Man’s World’ in association with MADWOMEN, an all-female creative collective. The campaign unveiled in the run-up to Women’s Day, featuring two collections comprising six iconic sneakers,...

MAM Media and Advertising Ad Campaigns
Chingari celebrates woman power with #SheGotSpark

MUMBAI: Homegrown short-video sharing platform Chingari is celebrating women power with its distinctive campaign #SheGotSpark. Find women from every walk of life as they share their courageous stories of proving themselves via their videos. The chosen few motivational videos get featured by...

MAM Media and Advertising Ad Campaigns
Facebook’s Dave Rolfe moves to WPP as global head of production

NEW DELHI: WPP has appointed Dave Rolfe to the new role of global head of production, WPP and Hogarth. Rolfe, who was most recently head of production for global business marketing at Facebook, will be based in Hogarth Worldwide, WPP’s creative production arm. He joins in March, reporting to WPP’s...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required