Casio India helps an underdog express himself through music

Conceptualised by Tribes Communication, the film features Safary playing the role of an underdog, who is able to rise in the eyes of his peers with the help of his music-playing skills developed by learning the Casiotone. The film opens up with Safary walking down the college campus, unnoticed by his fellow peers. It then goes on to show students preparing for the college fest ‘Rhapsody’ and Safary showing interest in the musical fest. Safary then purchases a Casiotone keyboard and starts practising for the fest. The film ends with Safary playing the keyboard, while all his peers applaud his performance as he reveals that he is audio impaired. 

 

Hideki Imai, managing director, Casio India, said, “We want to transform young India from a music-loving to a music-playing people. And we believe that Casiotone will help us take a giant leap toward this goal. Casiotone has an uncluttered interface which makes it less overwhelming for beginners; its portability and compatibility with the Casio Music Space app means that you can start and continue the learning process anywhere – at home or in your hostel room. Also, keeping the target market in mind, the instrument has deliberately been made sleek and colourful to augment the appeal and attractiveness that a musical instrument player enjoys. Knowing to play a musical instrument is the epitome of cool and we hope that this campaign instigates Generation Z to pick up one.”