Monday, 4th October 2018- Some shows become popular, some attain cult status, but only a few become an institution. Zee TV’s pioneer show Sa Re Ga Ma Pa is one such prestigious platform that has given nation’s aspiring singers an opportunity to showcase their golden voices and build an extraordinary career in the world of music. Season after season, the show has not only reinvented music but also brought the entire nation together to celebrate music in its purest form. In fine sync with the channel’s philosophy Aaj Likhenge Kal, the new season of Sa Re Ga Ma Pa will stand up for music being the greatest leveller, an all-embracing medium that values only talent and does not discriminate basis a person’s identity. In fact, Zee TV’s hard-hitting marketing campaign goes one step further and announces the formation of the first-of-its-kind all-India parody political party called the ‘Rashtriya Sangeet Party’, that demands the discarding of labels based on caste, creed, background, gender, sexuality and brings people together to celebrate their talent and love for music. With the core thought of music for all #MusicSeBaneHum, the new season of Sa Re Ga Ma Pa focuses its spotlight on talent alone, sending out a strong message of all-inclusiveness. The show’s judges Sona Mahapatra and Wajid Khan have extended their support by flagging off the campaign, putting out powerful tweets representing the party’s manifesto.
Since its inception on 28th October 2018, the Rashtriya Sangeet Party’s microsite and subsequent social media platforms (twitter, facebook and Instagram) have been creating awareness about its propaganda through strong and impactful creatives bringing alive the power of music. The naara #HaregaBhaiHarega has been used to create a war cry against discrimination. Apart from urging celebrities connected to the music world to join this movement, the campaign has also been targeting and tapping into current issues and linking it to music, populating the #HareBhaiHarega. It has generated thousands of conversations on various social media platforms and trended for almost 3 hours a day after its inception.
Aparna Bhosle, Business Head, Zee TV, said, “At Zee TV, it has always been about devising an inventive approach to establish the core premise of our content propositions in an engaging manner. In the recent past, through high-impact ideas like #ChangeHerNot for Kaleerein and ‘Talaq Talaq Talaq, Galat Galat Galat’ for Ishq Subhan Allah, we set new benchmarks in creative viewer engagement. While we are growing on multiple fronts to become a progressive nation, identity politics continues to take center stage and is palpable not just in India but worldwide. Knowingly or unknowingly, people choose to identify themselves with a certain colour, race, caste, creed, community, region, religion or on the basis of their sexuality. With music being a strong unifier, we thought of addressing the cultural tension and discrimination head-on by launching a campaign ‘Music Se Bane Hum’ that celebrates the all-inclusive power of music, supported by the creation of Rashtriya Sangeet Party where people only identify with ‘Music’ without any labels. The campaign not only breaks clutter but also reinforces the perception of Sa Re Ga Ma Pa as a dynamic brand that moves with the times and Zee TV as an industry pioneer.”
The campaign ‘Music Se Bane Hum’ is spread across different mediums and will reach out to the viewers through several initiatives propagating Rashtriya Sangeet Party’s agenda. The logo of the party- a symbol of the harmonium, stands for what is right and what is right is only music. A strong social media outreach has been planned to drive conversations on twitter, facebook and Instagram through proactive and reactive posts and gifs that present music as a solution to topical problems society faces. The campaign will also have musical rallies and morchas making it a larger-than-life and differentiated marketing phenomenon.
