Viacom18 and Pernod Ricard India have joined forces with Wavemaker India to unveil a music IP titled “Royal Stag Packaged Drinking Water Boombox.” This venture combines the genres of Bollywood melodies and Hip Hop, promising an immersive musical experience for audiences nationwide.
The “Royal Stag Boombox Originals” initiative progresses to its next phase with the release of four original music videos. Featuring artists such as Jasleen Royal, Dino James, Nikhita Gandhi, Bali, Neeti Mohan, EPR, Amit Trivedi, and SlowCheeta, these videos offer a blend of soulful melodies and vibrant rap.
Commenting on the association, Vivek Mohan Sharma, Head – Branded Content, Viacom18, said, “We are thrilled to partner with Pernod Ricard India for ‘Royal Stag Packaged Drinking Water Boombox’ and the talented artists in this groundbreaking launch of a one-of-its-kind music IP. At Viacom18, we believe in the power of engaging and impactful associations that add tremendous value to our brand partners. This collaboration allows us to leverage our deep understanding of music, extensive network and platforms, ensuring widespread reach and engagement for this unique experience. Together, we aim to create a new benchmark in the music industry and provide audiences with a unique and unforgettable musical journey.”
Commenting on the same, Mansi Datta, Chief Client Officer & Office Head – North & East, Wavemaker India. said, “We are thrilled to have activated Boombox, one-of-a-kind musical IP for our client Pernod Ricard. We fused Hip Hop & Melody to make the youth of India groove and vibe. In this endeavour we joined hands with Viacom and got the biggest names of Music to create originals that truly connect with Generation Large for the brand. I believe this collaboration marks the beginning of a new era to celebrate Music in a whole different light and create newer avenues for budding talents.”
Through this initiative, Viacom18 aims to deliver impactful experiences and foster innovation for aspiring talents, informed an official statement. The collaboration with Pernod Ricard signifies a shared vision of pushing creative boundaries and providing a immersive musical experience in a phygital format.
The music videos will be exclusively available for streaming on MTV’s digital platform “KaanPhod Music” and Royal Stag’s YouTube Channel “Live It Large.” Additionally, listeners can discover these tracks on audio platforms like JioSaavn, Spotify, Apple Music, Hungama Music, Wynk Music, Resso, and Amazon Music.
