O&M's film to demystify Western Classical music skips a few notes

Creative honchos feel that the film made for National Centre for the Performing Arts and Symphony Orchestra of India is a missed opportunity even as the possibilities are real

Shanta Saikia | Delhi | May 7, 2015

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“If music be the food of love, play on”, thus, Shakespeare had written. There has been no dearth of music aficionados in the country, but what enthralls a majority of Indians is film music. And when it comes to Western Classical music, it has a very elitist tag and seen catering to an ultra niche section of the society. For decades this genre has been dressed up in tailcoats, serious expressions and a preconceived notion that it is meant for a generation 'much before mine'.

Aware of the perception of the people and the disconnect that this genre of music has with today's audiences, the National Centre for the Performing Arts (NCPA) and the Symphony Orchestra of India (SOI) felt the need to highlight the fact that Western Classical music is enjoyable at every age.

This is the core thought that Ogilvy & Mather has sought to illuminate through a film created especially for the Internet. To build a connect with the younger audience, the film shows several children take to the stage, dressed not in tailcoats but little trousers and colourful frocks. And despite their young age, the children give a perfect rendition of Beethoven's 'Symphony No. 9 – Ode to Joy' with skill much beyond their years. The performance ends with the question, 'Who says Western Classical music is for grown ups?' The film ends with a long note that states: 'Western Classical music is often perceived as something only for the older generation. We at NCPA and the Symphony Orchestra of India, often face this challenge. These talented young children from our music programme show the world that Western Classical music is for everyone'.

Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather, elaborated, “The best thing about this idea is that to address the client's concern, we borrowed from their pool of talent. These young students of the NCPA and SOI dived right into the heart of preconceived notions about Western Classical music, to change them, one note at a time. Thanks to the patience and dedication of our young director Afshan Shaikh, we were able to bring the idea to life.”

Navin Talreja

Navin Talreja, who recently put in his papers as President – Ogilvy Mumbai and Kolkata, commented, “As an agency, we are passionate about the performing arts and hence this campaign for the NCPA and SOI. Western Classical is seen as music for older people and so the brief was to get younger audiences in. We felt what better way than to showcase the wonderful talent of the kids who are part of the SOI's training programmes to inspire the younger generation to come and experience the wonderful Western Classical concerts that are performed at the NCPA.”

What do creative honchos have to say?

KV Sridhar

KV Sridhar, ?Chief Creative Officer - India, SapientNitro, remarked, “No, the film doesn't work. It portrays a group of children playing musical instruments, but it doesn't inspire any children. Had it shown a grand stage with the children performing in front of a huge audience, even being applauded by a well-known personality, then it would have been inspirational for children. The film is not saying anything new nor is it inspiring to me. You need an insight and an idea.”

Speaking further, he said, “While it has been filmed very nicely, it lacks a deeper insight. I recall an initiative to promote art appreciation among children in Milan. Paintings are static and unless you know the history behind them, it is difficult to appreciate them. To tackle this, an app was introduced wherein when one pointed one's phone at the painting, it came alive with the history behind it and even video clippings on that painting. This led to greater appreciation of the piece of art and also encouraged kids to visit museums.”

“Coming back to the NCPA film, there is lack of a focused idea as well as a focus group. Whom is the ad targeting – parents or children? There is no impression on me to act. I think it is a missed opportunity. Take the example of the 'Silent National Anthem' film – it had a very strong idea at the core and everytime one watches it, a feeling of patriotism arises,” Sridhar added.

According to him, what was required was clarity – strategically be clear about what one was trying to say and to whom one was saying. Secondly, the core insight had to be there as to why make children learn Western Classical music.

“I know it is very easy to criticise; while we can understand the thought that went behind the film, at times the opportunity is larger than what they have showed,” Sridhar noted.

Prathap Suthan

Prathap Suthan, Managing Partner and CCO, Bang In The Middle, commented, “I went through the film. It's a sweet little film. But that's all there is to it. The Net is full of similar films – especially from China and Korea, loaded with children playing or enjoying western music. I agree that it's very much part of culture for them. Western music has always been part of their environment, including opera and ballet. So, when I look at the larger objective as presented at the end of this film, and the rendition, I suspect if it's going to deliver it. It's too general, it's just a feel good film, and nothing provocative in there to snag and build this into a movement that can get our children to appreciate Western Classical music. The possibilities are real, and the potential is genuine. But the expression, sadly, is a blind spot.”

Promoting Western Classical music:

Credits:

Client: The National Centre for the Performing Arts and the Symphony Orchestra of India

Agency: Ogilvy & Mather

Creative team: Zenobia Pithawalla, Varsha Desai

Account management: Shivali Nair, Puneet Dewli, Gauri Mane

Production house: Good Morning Films

Director: Afshan Hussain Shaikh

Producer: Doris George

Executive Producers: Shashank Chaturvedi, Vikram Kalra

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