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WhiteHat Jr’s #PickItUp campaign featuring Hrithik Roshan promotes music learning for all ages

‘Music Seekhne Ki Koi Umar Nahi hoti’ and one can #PickItUp at any age is the company’s message in the two-film series campaign

WhiteHat Jr with its latest #PickItUp campaign aims to dispels the notion that age is a hurdle to learn something new as it launches Live Online 1:1 Music classes for adults too. The two-ad series features Bollywood actor Hrithik Roshan who is seen realising his unfulfilled dream of learning the guitar.

Roshan in this ad series fulfils his dream of learning the guitar by getting inspired from a young kid in the first film and becomes the protagonist himself in the second film by letting his colleagues know that ‘Music Seekhne Ki Koi Umar Nahi Hoti’.

The campaign has been conceptualised by WhiteHat Jr’s brand team, produced by Dora Digs and directed by Bollywood director Robby Grewal. The music and the guitar piece has been composed by music director Sneha Khanwalkar. 

With skilled musicians as teachers, the course offering is personalised as per the learner’s music goal.

Akshay Sengupta, VP and Head of Brand Marketing at WhiteHat Jr, said, “We hope that with this campaign, everyone realises that it’s never too late to chase your passion. What one needs, is the zeal to #PickItUp. This series is a motivation for those individuals who have, at some point in their lives, wished to learn a musical instrument but were never able to. Our Music for Adults course, makes this dream achievable thanks to our unique 1:1 online learning experience with skilled teachers.”

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