Finalist
Non-Traditional — Direct Marketing
Entrant: McCann Worldgroup, Mumbai
Saregama Music
"Keeping the Legend Alive"
Description of the Project
Pandit Bhimsen Joshi founded Sawai Gandharwa Festival, India’s largest classical music festival 59 years ago. Last year, the maestro passed away. Will celebrated artists perform in his absence?
This created a cloud of doubt over the attendance of the festival. Using 1100 meters of tape of Panditji’s recordings, we created five musical portraits of Panditji and sent them to celebrated artists like Shankar Mahadevan, Pandit Jasraj, Pandit Ramdas Palsule, Kadri Gopalnath & Ronu Majumdar, Balamurlikrushnan and Vivek Sonar, who willingly accepted the invitation. Seeing the lineup of performers, the festival saw an increase of 50% in attendance. Sawai Gandharwa Festival, 2011 became a tribute to the late Panditji.
Image Retouching:
Chirag Doshi
Editor:
Manav Rawat
Illustrators:
Satyajeet More/Anant Nanavre/Ketan Mhabadi
Photographers:
Kiran Patankar/Loknath Panigrahi/Sandeep Barge
Art Buyer:
Saregama India Ltd.
Design Director:
Kunal Mhabadi
Production Managers:
Robert Joseph/Meraj Khan/Sunil Chalke/Jagdish Raj
Art Directors:
Kunal Mhabadi/Ketan Mhabadi
Copywriter:
Abhinav Tripathi
Creative Directors:
Denzil Machado/Abhinav Tripathi
Chief Creative Officer:
Prasoon Joshi
Agency:
McCann Worldgroup, Mumbai
Agency Account Director:
Bennita Jacob
Client Account Director:
Apurva Nagpal
Corporate Name of Client:
Saregama India Ltd.
