Once legendary advertising agency Batey, which was described in a press release today as “Grey Group’s sub-unit,” has launched a new campaign for hi-fi music smartphone brand Vivo in India that aims to reclaim music from Bollywood.
The #NotSoFilmy campaign began with a challenge on social media involving three Indie musicians, Uday Benegal, Monica Dogra and Prateek Kuhad. The trio composed an original song for Diwali while engaging with fans on Twitter about what defines real Indian music.
Alex Feng, CEO, of Vivo Mobile India, said: “Vivo is a pioneer of hi-fi music smartphones. We are striving to make a difference in the industry by offering a distinctive user experience to our customers. In India, we found that music is increasingly associated with and defined by Bollywood. Therefore, we wanted #NotSoFilmy to inspire original Indian music.”
The campaign is to end with the release of a final track with a music video features all three artistes.
Samir Datar, vice president and office head, Grey Delhi, added: “Most brands use music, however, very few have worked towards building an identity for non-filmy music. #NotSoFilmy is an endeavor to create a platform for talent across the country and co-create music that is unique. With Uday, Monica and Prateek already collaborating on the Diwali song, this is just the beginning.”