Mumbai, April 08, 2019 –– For the first
time ever, radio jockeys from competing channels have come together to sing the
iconic song ‘SaareJahaan Se Accha’ as
an initiative towards inclusivity and tolerance in India. The song originally
written by Muhammed Iqbal in 1904, has now been sung by RJs from Fever 104 FM,
Radio City 91.1 FM and Radio Nasha 91.9 FM to promote the upcoming film – The
Tashkent Files.
The song has been sung byproducer
and rapper Jayaraman Mohan, RJ Rohini (Radio Nasha), RJ Anuraag Pandey (Fever
FM) and RJ Archana (Radio City). The campaign was conceptualized and executed
by Zee Studios and Media One Solutions. This will be used as a radio campaign
for the film’s promotion. Additionally, the song will also be promoted on all
Zee TV and digital platforms.
(from
left to right – RJ Rohini, RJ Anuraag
Pandey and RJ Archana and below – Jayaraman Mohan)
With the growth of radio as a
promotional medium for films, radio advertising campaigns are becoming
increasingly creative and out-of-the-box. Commenting on this initiative, Neeraj
Joshi, Head of Marketing at Zee Studios said, “Zee Studios always looks for
disruptive ideas for promoting a film. And after the success of Manikarnika, we
are happy to partner with Media One Solutions again for The Tashkent Files. We
have noticed a spike in the way radio has been used as a medium for film
promotions. This led to us collaborating with them to drive innovative
campaigns that reach out to the audience and engage with them. Our previous
campaigns like Manikarnika have been very successful,and films can really push
the envelope with this medium to create different key messages.”
Media One Solutions is one of
India’s leading radio advertising firms that have instrumental in creating radio
campaigns for films like Manikarnika as well. SourinDatta, Founder and CEO of
Media One Solutions said, “The idea behind this song was to bring together competing
radio channels and represent the unity and inclusivity among all people. Radio
as a medium reaches all strata of our society and we strive to create campaigns
that transcend the distance between a film and its audience.”
He further added, “The Indian
radio industry is worth INR 31.3 billion and according to a report by FICCI-EY
‘A Billion Screens of Opportunity’,
50% of all listeners prefer listening to music on free platforms. While the
consumption of music has only increased in the country since the launch of
several streaming apps like Gaana, Saavn, Apple Music, Wynk and Spotify, radio
still remains a big part of how people consume content.”
Zee Studios and Media One
Solutions created a similar national campaign for Manikarnika where radio
listeners from across the country sent in their versions of the song ‘Bharat’
in their languages. This was curated together from across Mumbai, Delhi,
Punjab, Telangana, Gujarat, Bihar among other areas.
The Tashkent Files is based on
the mysterious death of former Indian PM Lal Bahadur Shastri and is scheduled
to release on April 12, 2019. The film will see several noteworthy actors like
Naseeruddin Shah, Pankaj Tripathi and Mithun Chakraborty.
Credit List
Song: Saare Jahan Se Acchha
-Rap version
Music: Rohit Sharma
Lyrics: Rohit Sharma and Vivek
Ranjan Agnihotri
Singer: Jayaraman Mohan, Arya
Acharya, RJ Archana (Radio City), RJ Anuraag Pandey (Fever FM), RJ Rohini
(Radio Nasha), EkdantKalakshetra (Aadya, Abeer, Saaraanshi, Soumik), Swara
Sharma &Nyonishi Cousins
Backing Vocals: Arya
Acharyaneel
Music Production and
Programming: Sandeep Mitra
Recording Engineer: Moon
Mixing and Mastering: Vinod
Verma
Studio: GeetAudiocraft
Visual promo : Mehul Bhatt
Choreographer: Pallavi TolyePatil
Film Credit:
Written and Directed by Vivek
Ranjan Agnihotri
Starring Mithun Chakraborty,
Naseerudin Shah, Shweta Basu Prasad, Pallavi Joshi, Pankaj Tripathi, Rajesh
Sharma, Mandira Bedi, Prakash Belawadi, Vishwa Mohan Badola, Prashantt Gupta, Vinay
Pathak
Presented by Zee Studios
Produced by Pranay Chokshi,
Haresh Patel, Pallavi Joshi, Vivek Ranjan Agnihotri
Co-produced by Sharad Patel,
RiteshKudecha, Anuya Chauhan Kudecha
Story, Screenplay and
Dialogue: Vivek Ranjan Agnihotri
About Media One Solutions:
Media
One Solutions is a specialized marketing firm that handles more than 65% of all
radio advertising for films and 85% of all Marathi film promotions in
India. Started in 2009, the organization
works across Film Distribution, Radio Promotions and Digital Services and has
transformed into a pioneer in radio promotions. It also facilitates films in
the areas of digital associations, thanks to their strong ties with Gaana,
AdVoice and BookMyShow along with new verticals in brand collaborations and
in-film placements.
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