Digital Case Study
#DZire2Unite – An Initiative by Maruti Suzuki
The youth of today is eager to unite for a cause. A recent example of the same was when everyone used rainbow filters on their Facebook DP’s on the legalisation of gay marriage in USA.
There are also certain things that every Indian youth holds close to his heart. For example, our National Anthem has an emotional connect with the people and it still gives goose bumps to every Indian, each time they hear it. Our National anthem is such an important symbol that it has been rendered afresh by bollywood Actors, Music celebrities and artists like AR Rehman etc. And now, the crème de la creme of the music industry consisting of 11 of the country’s best musicians will collaborate to recreate the national anthem.
However, it is easy for stars and big names to recreate the national anthem.
Maruti (along with Talenthouse) discovered that if the same opportunity was presented to the passionate artists of our country, they would put in their heart and soul to do the same. Hence, this Independence day, Talenthouse created a short contest and opened it to its database of filmmakers, singers, actors, directors etc. And the response was phenomenal. We received around 200 musical compositions and scripts, recreating the national anthem. The top five were the most moving.
This artistic desire to unite through the national anthem resonated with the brand ethos of Maruti Dzire, who celebrate this desire and passion in people. On the occasion of 1 million Maruti cars being sold, the brand decided to support these young passionate artists by pitching in.
Our young artists recreated the anthem with great enthusiasm. For eg. Raghav Mehta is the young composer who has worked for talenthouse projects like Nerolac, Axe etc and Harpal Singh is a young film maker who has directed for several Talenthouse projects like Horlicks etc . These two artists have been living with the Desire to Unite Anthem plot for the last two years waiting for it to see the light of the day. Given the chance, they’re all set to release.
This Independence Day, Maruti & Talenthouse will release the national anthem recreated by these young passionate artists and encourage people to like and share it.