OgilvyOne Worldwide has conceptualised a month-long campaign which conveys that the purity of music comes only when it is heard on great quality headphones
BestMediaInfo Bureau | Mumbai | August 4, 2014
The second season of Project Resound, highlighting the expression of pure music, by Sony Headphones has been launched. OgilvyOne Worldwide has conceptualised a month-long campaign which sends out a clear message that the real essence of music comes out only when music is heard on great quality headphones. And if music doesn’t stir your soul, then it is only noise.
After the success of season one of Project Resound with two great singers – Kailash Kher and Shreya Ghosal – featured last year, season 2 has four new generation artistes creating musical masterpieces.
Sonia Sundaram, Senior Creative Director, Ogilvy One Worldwide, said, “Music can have any expression or language, but its etymology rests in one word – purity. The essence of world music today echoes the pure ragas that India gave to the world, centuries ago. You can change the face, not the essence.”
“Project Resound puts purity above all else. This generation of music lovers are restless, free-spirited and fanatical in their choice of music. But they seem to be lacking the ability to distinguish between sound and noise. Sony Headphones gave us the platform to wake up their senses and upgrade their ears to demanding pure sound. The brand fit was perfect. For pure music you need specially engineered headphones that give you ‘uncontaminated sound’,” she added.
The second season has a fantastic line-up of artistes with different flavours in their inimitable styles. It started with Tamil street music with Benny Dayal and Nucleya, meandered into the haunting melodies of Sufi electronica with Karsh Kale, moved into the earthy sand dunes of Rajasthani folk fusion with Midival Punditz and Kurtle Khan and continues to upgrade sensibilities with head-banging, hard metal from Pentagram.
The Music Video:
Client: Sony India
Deputy General Manager, Marcom: Ryusuke Fukushima
Agency: Ogilvy One Worldwide (Delhi)
Senior Creative Director: Sonia Sundaram
Client Servicing Director: Tejwinder Anand
Associate Creative Director: Kousik Panda