Arati Rao
Jul 01, 2011

Tata Photon Music marks World Music Day with Ty Cullen-inspired viral

WATCH the video created by Contract Advertising

Tata Photon Music marks World Music Day with Ty Cullen-inspired viral

Inspired by Ty Cullen's NYC project (where he asked random New Yorkers what song they were listening to) that was rapidly going viral across the world with newer cities joining in each week, Tata Photon Music thought it would be interesting to do the same on the streets of Mumbai, to mark the occasion of World Music Day on June 21.
WATCH the video (story continues below)

Rayomand J Patell, associate vice president and senior creative director, Contract Advertising, said, “One of the Value Added Services on Tata Photon Plus is Tata Photon Music, that for Rs. 99 a month, lets you download all you want. With World Music Day coming up at that time, we wanted to mark the occasion in a very special way by asking a very simple question to the people of Mumbai: What song are you listening to?”
Describing the making of the video, he said, “We had a marathon shooting schedule across Mumbai, unscripted and unrehearsed. Luckily, the Rain Gods were kind to us. The viral went live at the stroke of midnight on World Music Day and swiftly climbed past 15,000 views on World Music Day. What’s more, as it gets increasingly spread about, traffic to the tataphotonmusic website steadily increases.”
Client: Tata Photon Music
Agency: Contract Advertising
Creative: Rayomand J. Patell and Tarun Menon
Account management: Khyati Anand and Devang Buddhadev
Film: Ketaki Guhagarkar
Production house: Nomad Films
Director: Luv Kalla
Cinematographer: Dani Raymond Joseph
Producer: Joshua Upputuru
Head of production: Riyaz Memon
Editor: Arvin Maben,
Music: Rahul Bhatt
Presenter: Isha Talwar

Campaign India