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MEC engineers musical journey for Mercedes Benz

Conceptualised by Qyuki and Ranjit Barot, Mercedes ProjectX is a unique branded content initiative involving five music maestros of India

BestMediaInfo Bureau | Mumbai | February 11, 2016

Click on the image to watch the TVC. Click on the image to watch the TVC.

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, ‘Khushnuma’, at the Auto Expo.

Having completed 20 years in India, Mercedes Benz is celebrating its ‘Winning’ 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 father’s 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, “MEC 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. It’s the celebration of an individual’s quest for excellence.”

The campaign will run for one month on the digital platform. As part of the series, more such content is expected this year.

The Video:



Concept: Qyuki and Ranjit Barot

Song composer: Ranjit Barot and Salim Merchant

Produced by: Qyuki

Agency: MEC


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

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