Mumbai: Leo Burnett India’s Sachin Das Burma, has created a new anthem for the 2017 edition of the T20 World Cup for the Blind. Burma is the Group Executive Creative Director with the agency and has independently taken up the task of creating the campaign. The tournament, that began on January 30, 2017, is in its second year, with India having won the inaugural edition last year. Eight other nations apart from India are participating in 2017, including Pakistan, England, New Zealand and Australia.
The anthem, titled ‘Aao Shor Machao’, spreads awareness about the T20 World Cup for the Blind. Apart from Burma, Savita Hiremath of Tandav Films has co-created the campaign, while Shiladitya Moulik has directed the film. The anthem has gone viral over the last week, and even caught Prime Minister Narendra Modi’s attention! The PMO’s Office tweeted the anthem out at the start of the tournament, adding mileage to the popularity of the anthem.
Speaking about the new campaign, Burma said, “The entire campaign happened in a discussion about what we can do to promote the 2nd edition of the t20 world cup for the blind. Though India was the champion team of the 1st edition, there was very little awareness about it. We felt it is time that the other man in blue also gets his much deserved place under the sun.”
For Burma, the idea of doing his bit for the cause of promoting the tournament made him take it up independently, with Hiremath. He feels that as a creative, this is one way to do his bit. “The huge task that we set to achieve in terms of creating something that will touch the hearts of people, and at the same time, not doing something that begs for support, was the biggest challenge,” he said.
The tournament, so far, has seen top Indian cricketers including Virat Kohli being very vocal about their support.
Said Savita Hiremath, “The T20 World Cup for the Blind is not very popular among those who love the cricket. However, the new campaign has already done its bit to change this mindset. Roping in top cricketers of the Indian team, the advertising fraternity came together to create a campaign that intends to generate interest and support for the cause.”
For Moulik, the experience of directing the film was more personal and heart-felt, than executional. Speaking about the campaign, he said, “The first thing I did was to interact with the coach to understand the game and then I wanted to bond with the players. I thought the best thing to do is to play the anthem for them just in a closed group environment. And believe you me, as the music started, it became ‘finger-tapping-on-a-fellow-player’s-shoulder’ to ‘full-fledged-head-banging’. It brings tears to your eyes when you see the audience you are creating something for, is indulged so much.”
Creative director: Sachin Das Burma
Writer: Sachin Das Burma
Music composer: Bishakh Jyoti
Production house: Tandav films, Vinegar films
Producer: Savita Hiremath
Director: Shiladitya Mouli