Ogilvy & Mather India invites talented young musicians to perform ‘Ode to Joy’ by Beethoven

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music.jpgThe National Centre for the Performing Arts (NCPA) and the Symphony Orchestra of India (SOI) felt Western Classical music was not being able to speak to today’s audiences.

For decades this genre has been dressed up in tailcoats, serious expressions and a preconceived notion that it is meant for a generation ‘much before mine’. But the truth is, Western Classical music is enjoyable at every age. And that’s the truth the NCPA and SOI wanted Ogilvy & Mather to illuminate, through this film created specially for the internet.

music 2.jpgOne Saturday afternoon, Ogilvy & Maather invited talented young artists from their Music Programmes to perform ‘Ode to Joy’ by Beethoven. They landed up not in tailcoats, but little trousers and colourful frocks. Most of them hadn’t mastered the art of tying their shoes laces yet but aced Beethoven’s greatest work.

Zenobia Pithawalla – Executive Creative Director, Ogilvy and Mather said, “The best thing about this idea is that to address the client’s concern, we borrowed from their pool of talent. These young students of the NCPA and SOI dived right into the heart of preconceived notions about Western Classical music, to change them, one note at a time. Thanks to the patience and dedication of our young director Afshan Shaikh we were able to bring the idea to life.”

music 3.jpgNavin Talreja at Ogilvy & Mather added, “As an agency we are passionate about the performing arts and hence this campaign for the NCPA and SOI. Western Classical is seen as music for older people and so the brief was to get younger audiences in. We felt what better way than to showcase the wonderful talent of the kids who are part of the SOI’s training programmes to inspire the younger generation to come and experience the wonderful Western Classical concerts that are performed at the NCPA.”

Credits –

Creative Team: Zenobia Pithawalla, Varsha Desai

Account Management: Shivali Nair, Puneet Dewli, Gauri Mane

Production House: Good Morning Films

Director: Afshan Hussain Shaikh

Producer: Doris George

Executive Producers: Shashank Chaturvedi, Vikram Kalra