RNW Media Radio #Notmusictomyears by Ogilvy & Mather Mumbai

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#Notmusictomyears

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Industry Public awareness
Media Radio
Market India
Agency Ogilvy & Mather Mumbai
Art Director Harsha Gharat
Senior Art Director Gunvant Soni
Senior Copywriter Netra Natarajan
Released October 2016

Awards

Cannes Lions 2017
Radio Radio & Audio: Charities & Non-profit Bronze Lion

Credits & Description

Title: #Notmusictomyears
Agency: Ogilvy & Mather Mumbai
Brand: Rnw Media
Country: India
Entrant Company: Ogilvy & Mather Mumbai
Advertising Agency: Ogilvy & Mather Mumbai
Media Agency: Ogilvy & Mather Mumbai
National Creative Director: Rajiv Rao (Ogilvy & Mather)
Group Creative Director: Burzin Mehta (Ogilvy & Mather)
Creative Supervisor: Sakshi Choudhary (Ogilvy & Mather)
Copy Supervisor: Priyanka Joshi (Ogilvy & Mather)
Senior Art Director: Gunvant Soni (Ogilvy & Mather)
Senior Visualizer: Prajakta Athavale (Ogilvy & Mather)
Art Director: Harsha Gharat (Ogilvy & Mather)
Senior Copywriter: Netra Natarajan (Ogilvy & Mather)
Synopsis:
Bollywood songs use pulsating beats and melodies to disguise lyrics. As a result, offensive lyrics have stopped mattering. Our spot strategically plays after the listener has heard a particular song. It is designed in a way that puts the listener in the same situation as the actress in the original song. Using the lyrics of the Hindi song in English, thereby disrupting the routine listening experience and catching unsuspecting listeners by surprise. Now that the listener’s attention has been innovatively drawn to the lewd lyrics, he is asked to let Bollywood know this is #NotMusicToMyEars.
Script In English:
V/O:You’re at a party. A man walks up and compliments you on your beautiful brown skin.He says, it’s made him forget his fetish for the fair-skinned girls.How many kisses are you going to run from? he asks.Come, be my whore.Can you imagine a man speaking to you that way?He did. In the song you just heard.Let Bollywood know it’s not okay. Tweet with #NotMusicToMyEars.
Entry Summary:
Bollywood music is the India’s most popular genre of music. For decades, it has had a telling influence, especially on the country’s youth. In the recent past however, lewd lyrics have become a regular feature of songs even in big banner productions. But because they are masked by soul-stirring melodies, they have stopped mattering. Leading to the normalization of women being objectified under the guise of playful song-dance routines. So popular are these numbers, they are played at social gatherings and sung by children on nationally televised singing contestants.