Mumbai: This October, set forth on a journey from the Indian soil to every Indian’s soul with ŠKODA in collaboration with PHD Media & OMG Content. Featuring singer, composer, and lyricist Amit Trivedi, the automobile brand is set to launch ŠKODA Sonic Roots – amusic web series unlike any other that is set to take audiences on a voyage filled with an unparalleled passion for the art of music, on the singer’s official YouTube channel – AT Azad.
ŠKODA Sonic Roots, a bespoke campaign crafted and curated by PHD Media & OMG Content, is set to be released on the 1st of October on the social channels of ŠKODA India, AT Azad, MTV Beats, MTV, and Vh1.
To champion the automobile brand’s ambitions to strengthen its positioning as a leading player in the Indian auto segment, foster a strong bond with customers in the region and work towards creating customer delight, the teams at PHD Media and OMG Content have provided end-to-end creative recommendations and solutions for this ambitious project and have helped craft the plan in close collaboration with ŠKODA AUTO India, Backbenchers Co. – the production house and the artist himself.
Considering that the realm of music has always been a passion platform for ŠKODA, Sonic Roots aims to captivate audiences by zeroing in on this integral aspect of the brand while creating a deep audience connection via folk music from across the country with one of India’s most talented singer and composer of today.
Monaz Todywalla, CEO of PHD Media India, said, “ŠKODA Sonic Roots takes people on a soulful ride across the country’s breathtaking cultural heritage. This first-of-its-kind campaign is set to bring celebrated artists from across the country together to explore the nuances of Indian folk music. PHD Media is delighted to collaborate on this experiential campaign that furthers ŠKODA’s ambition of creating a strong brand sentiment in the Indian subcontinent. It’s a journey into the heartlands of India that will surely revive the wanderlust in people while showcasing playful facets of its musical roots.”
In Sonic Roots, Amit Trivedi traverses the length and breadth of the five states of Rajasthan, Maharashtra, West Bengal, Tamil Nadu, and Gujarat, collaborating with nine celebrated folk singers – Kirtidhan Gadhvi, Nagesh Morwekar, Bhanwari Devi, Krishna Kumar, Goutam Das Boul, Rana Mazumder, Anthony Daasan, Kavita Seth and Mame Khan, to weave the old and the new into a new musical legacy through 6 brand new songs!
The songs and episodes, curated as part of the series, will be live on the singer’s YouTube channel, whereas the episodes will be hosted on Voot. These will be released between October and December.
Shailja Saraswati, CCO of Omnicom Media Group India (OMG), said, “ŠKODA Sonic Roots will feature Amit Trivedi’s musical odyssey in a ŠKODA, in search of inspiration omnipresent in the culturally rich heritage of India. It’s an experiential campaign unlike any other that elevates the status quo of Indian creativity, as we bring forth the legacy of India’s folk roots to more audiences in new formats. OMG Content is thrilled to collaborate on this exciting new launch that brings salt-of-the-earth melodies to fans of the singer, Indian music, and the automobile brand.”
Tarun Jha, Head of Marketing – ŠKODA Auto India, said, “We, at ŠKODA AUTO India, firmly believe in our traditional roots with a progressive mindset. ŠKODA Sonic Roots realizes this sentiment and presents it to the country through the powerful medium of Music; alongside one of the biggest names in the industry – Amit Trivedi.”
Get ready to witness Amit Trivedi’s incredible journey as India becomes his muse!