Ilaiyaraaja, Isaignani, as the master is called lovingly, has inspired generations with his spellbinding work across Tamil, Telugu, Kannada, Hindi, Malayalam, English and others. The reclusive saintly master is all set to tell his unique story to a whole new digital generation via the Facebook platform, which looks at this initiative as a regional-global story straddling millions of Ilaiyaraaja fans and Arré, the new multi-genre, multi-format digital destination. Joining this initiative is Mindshare, whose specialised content solutions arm Content+ is working with Arré to tell this story.
This ‘digital-first’ film will play out first on Facebook and Instagram platforms and Arré and Arré platforms. Arré recently launched its music vertical, Arré Earworm, and has also entered the Tamil market and will soon be launching originals in Tamil.
Ilaiyaraaja has a pan-India and international fan base that till now have been fed with basic facts and statistics of his illustrious career.
This ‘digital-first’ film will be a cinematic recreation of his unique and inspiring story. True to the nature of the medium and the genius of the artist, Arré is in the process of collaborating with domestic and international creative talent to create what will be a path-defining moment for music and media.
The maestro interacted with his fans regarding the project via an exclusive Facebook live interaction on September 29.
Watch the live video here:
Ilaiyaraaja said, “I come from a small village and have had no formal training in music or any classes from the masters of Indian classical music. Yet, somehow, music flows through me like the natural flow of water or the flow of breeze. Music has done much more for me than I have for music. Music has made me Ilaiyaraaja. I am looking forward to sharing my musical journey with all my fans and music lovers on Arré and Facebook.”
Sriram Bakthisaran, strategic advisor and close confidante of the maestro, said, “This is a unique and prestigious collaboration of partners of repute; Facebook, Arré and Mindshare, which befits the stature of the legend and the true potential of his journey.”
The Maestro’s video address in English:
Tamil:
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B. Saikumar, Founder, Arré and the Maestro, Ilaiyaraaja
B. Saikumar, Founder, Arré, said, “We at Arré are honoured and humbled to be working closely with the Maestro whose extensive work and influence knows no bounds in geography or language. Arré believes that digital is no longer the mainstay of just the millennial; it is increasingly the medium of choice across age groups and community-led affinities and interests. To that end, the Maestro and this film will be the ultimate leveller bringing together different sets of audiences united in their common quest for music and love for Ilaiyaraaja, the Maestro. We are pleased to partner with Facebook to ensure that we take this work to millions across India and the world and believe that this is one more important step in the country’s and media’s digital evolution. Arré has recently launched its music vertical, Arré Earworm and also moved into the Tamil market, and this film will play across these new verticals apart from Arré and its platforms. We are delighted to have Mindshare as a strategic partner to provide the required amplification and partners this project deserves.”
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Saurabh Doshi
Saurabh Doshi, Head, Media Partnerships, at Facebook India, said, “It is exciting to have renowned musician and Maestro Ilaiyaraaja connect with his fans, and for them to be able to see this unique film, on the Facebook platform. Millions of people who are on Facebook will now be able to have the opportunity to get a glimpse into Ilaiyaraaja’s musical journey and his work through this video series on our platform.”
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Prasanth Kumar
Prasanth Kumar, CEO, Mindshare South Asia, said, “A whole generation has grown up listening to the compositions of Ilaiyaraaja and a new generation is rediscovering his music via the internet and his new movies. It is, therefore, essential for us to understand the motivation that brings this creative genius alive, and take him closer to a new audience. Media today, especially the digital medium, is giving us the opportunity to tell this story creatively, with the man re-living his musical journey again via video, text and imagery. Mindshare is working very closely with Arré in bringing together their expertise to give this unique musical journey the right kind of amplification.”
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