Keeping the Legend Alive by McCann Erickson Mumbai for Saregama India

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Keeping the Legend Alive

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Case study
Market India
Agency McCann Erickson Mumbai
Copywriter Abhinav Tripathi
Editor Manav Rawat
Released May 2012


London International Awards 2012
Non-Traditional Direct Marketing Short List

Credits & Description

Entrant: McCann Worldgroup, Mumbai
Saregama Music - "Keeping the Legend Alive"
Corporate Name of Client: Saregama India Ltd.
Client Account Director: Apurva Nagpal
Agency Account Director: Bennita Jacob
Agency: McCann Worldgroup, Mumbai
Chief Creative Officer: Prasoon Joshi
Creative Directors: Denzil Machado/Abhinav Tripathi
Copywriter: Abhinav Tripathi
Art Directors: Kunal Mhabadi/Ketan Mhabadi
Production Managers: Robert Joseph/Meraj Khan/ Sunil Chalke/Jagdish Raj
Design Director: Kunal Mhabadi
Art Buyer: Saregama India Ltd.
Photographers: Kiran Patankar/Loknath Panigrahi/ Sandeep Barge
Illustrators: Satyajeet More/Anant Nanavre/ Ketan Mhabadi
Editor: Manav Rawat
Image Retouching: Chirag Doshi
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.