Sony Mix, the Hindi music channel from Sony Pictures Networks India, has launched ‘The Dhun Project’ in association with SPIC MACAY, to celebrate its fifth-year anniversary.
The initiative sees Sony Mix committing a sum of Rs 10 lakh every year to a musician who needs medical support. This year, it is is dholak player Roshan Ali, who has been unable to perform since 2011 because of paralysis but is now on the road to recovery – with playing the instrument helping him regain health.
An anthem video announcing the project features advertising, media and marketing industry representatives singing the anthem in a studio setup. Featured are: Amin Lakhani (Mindshare), Anupriya Acharya (Publicis Media), CVL Srinivas (GroupM), Harish Shriyan (OMD), Neeraj Vyas (SPN), Rohit Gupta (SPN), Sandip Tarkas (Future Group), Shashi Sinha (Lodestar), Shuchi Singhal (Idea Cellular), Sonal Dabral (DDB Mudra) and Vikram Sakhuja (Madison).
The film ends with an appeal by Bollywood actor Kunal Kapoor, urging viewers to donate at www.thedhunproject.ketto.org. Kapoor is looking to raise funds for SPIC MACAY, which is engaged in organising music-related activities of the body.
NP Singh, CEO, Sony Pictures Networks India (SPN), said, “Music is a terrific medium of empowerment and we, at Sony Pictures Networks are proud to espouse an art that aligns with and supports our business. With The Dhun Project we want to encourage talented musicians, to help them further contribute to music in India and inspire society with the melodies they create that harmoniously unite us.”
Neeraj Vyas, senior EVP and business head – Max Cluster and Sony Mix, Sony Pictures Networks India, said, “On the occasion of our channel’s fifth anniversary, this is our way of giving back to music, by empowering its creators, curators and everyone associated with the art in India.”