Grey Group’s Batey brings back India’s music identity with #NotSoFilmy campaign for vivo
As pioneers of high fidelity (Hi-Fi) music smartphones, the global smartphone brand, vivo, is set to redefine Indian music with its latest campaign, #NotSoFilmy, which is executed by Grey Group’s sub-unit, Batey.
#NotSoFilmy is a movement by vivo to bring back India’s music identity through producing music for real and not reel. The campaign by Batey was initiated with a video that showed up on social channels like YouTube, Facebook and Twitter.
Two days after the video surfaced online, vivo offered a challenge on social media to three famous Indie musicians – Uday Benegal, Monica Dogra and Prateek Kuhad. They were to compose a not-so-filmy song for Diwali. Over the next 24 hours, conversations around this unique challenge peaked as each of the artistes engaged with fans on Twitter.
Explaining the concept behind the #NotSoFilmy campaign, Alex Feng, CEO, 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.”
Varun Goswami, Executive Creative Director, Grey Delhi said, “Hi-Fi audio as a proposition makes for an interesting brief. The rising popularity of independent music, evident from the exponential increase in music festivals across the country, gave us an interesting insight to one of the most relevant conversations in pop culture. The existence of not-so-filmy music in India.”
The campaign is presently set to end with the release of the final track accompanied by a music video which features all three artistes.
“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,” said Samir Datar, Vice President & Office Head, Grey Delhi.