Conceptualised by Qyuki and Ranjit Barot, Mercedes ProjectX is a unique branded content initiative involving five music maestros of India
BestMediaInfo Bureau | Mumbai |Â February 11, 2016
MEC India recently collaborated with Mercedes Benz, Qyuki, a digital multi-channel network, and music maestros AR Rahman, Shubha Mudgal, Ranjit Barot, Salim Merchant and Amit Trivedi to engineer a musical anthem, âKhushnumaâ, at the Auto Expo.
Having completed 20 years in India, Mercedes Benz is celebrating its âWinningâ moment this year. The music video is a first ever collaboration between these musical artistes, blending their signature styles into one melodious track led by Ranjit Barot.
The musical journey takes us through the life of a young boy named Shivam who is at crossroads in choosing between his father's decision that he continues his studies and his dream to pursue music. He leaves the house in search of his dream and undergoes various hurdles. The story captures various facets of his relationship with his father, finally winning his fatherâs acceptance and appreciation of his decision as he fulfils his dreams.
Sharing his views on this content collaboration, Kumar Sinha, National Head - Content, MEC India, said, âMEC has been associated with Mercedes Benz in creating unique content ideas and associations beyond traditional marketing activities, to strengthen the equity of the brand. Music in India has a rich heritage and a wide appeal. Combining this special music composition with an engaging audio-visual story has created a memorable piece of content for the brand. The journey of overcoming challenges, flourishing and ultimately carrying that success home is captured in the music video. Itâs the celebration of an individualâs quest for excellence.â
The campaign will run for one month on the digital platform. As part of the series, more such content is expected this year.
Concept: Qyuki and Ranjit Barot
Song composer: Ranjit Barot and Salim Merchant
Produced by: Qyuki
Director: Devanshu Singh
DOP: Joy Supratim
Casting Director: Deepna Kumar
1st AD: Feroz
2nd AD& DA: Kumar Vivek
3rd AD: Gopi Krishnan
Assistant Editor: Gopi Krishnan
Stylist: Niharika Jolly
Child Artist: Rushab Naik
Additional programming: Aditya Paudwal; Jigar Panchal; Chintal Khatke
Harmonium: Akhlak Hussain
Lyrics: Manoj Yadav
Mix engineer: Raj Jagtaap