This Holi, Paytm and The Moody Nation brought together 7 singers to collaborate on a music video that reignites the spirit of unity. The seven performers of the short musical titled ‘Deewaren’ by Vinay Jaiswal – Sukhwinder Singh, Shaan, Kunal Ganjawala, Suraj Jagan, Javed Ali, Jonita Gandhi, and Ash King – teamed up for the first time to express the need of bringing down the imaginary walls that divide us. In this post, Anshul Sushil, Partner at The Moody Nation and CEO BoringBrands talks in depth about the campaign.
How did you come up with this idea and why this campaign?
The full horror of the human tragedy unfolding on the shores of Europe, with the image of the lifeless body of a toddler washed up on a beach, gave birth to ‘Deewaren’ in a way. Back home, we saw how debates on intolerance and violence-based reservation politics were playing out and polarizing us further. After filming ‘Jai Hind’, we thought, if there’s a way we can bring people together by sending out a powerful message, it should be through a unity song. Why this had to be done on Holi is because it’s that one festival that goes beyond barriers of caste, religion or creed and unites people. People mix up, just like colours. In this video, you will see how every screen has a symbolic meaning. While the chained angel represents innocence being imprisoned, the dove in the cage represents peace that is not yet free. Similarly, colours that represent humility, love, joy, kindness, courage and hope have been symbolically imprisoned and the singers make an appeal to all of us to unite and free these colours. You can call it a ‘psychedelic attempt’ at storytelling.
What was your biggest challenge in executing this campaign?
The amount of love and support we have received for ‘Deewaren’ has been overwhelming and we could not be thankful enough. Of course there were many challenges, but I think the biggest one was to get together 7 of the most talented musical stalwarts of the Indian music industry together for this video and I think we managed it pretty well.
What was the idea behind working with Paytm?
Working with Paytm has been amazing, to say the least. It’s a very Indian brand, and is vocal, visible and powerful. They aspire to help Indians realize their full potential and bring a lot of us to the main stream of economy. Basically, unity is a strong value at Paytm and the marriage of our concept and Paytm just seemed brilliant.