50 sounds, one melody: The World at Jubilee Hills’ musical tribute to India
The World at Jubilee Hills has launched a musical tribute to India’s unity in diversity, combining more than 50 sounds from across the country into a melody based on Jana Gana Mana. The campaign took nearly 100 days to complete.
Hyderabad: In a unique tribute to India’s unity in diversity this Independence Day, The World at Jubilee Hills has come up with a novel musical campaign that brings together 50 sounds from across the country to create a melody to the tune of Jana Gana Mana.
Conceptualised and created by Chennai-based ‘Be Positive 24 Innovation Design ‘, the new campaign uses more than 50 distinct sounds captured from across the country: the sound of a rocket launching, a passing train, birds, school bells, temple bells, streets, people, musical instruments, nature and movement, to together become one song in the tune of the national anthem.
“We recorded over 100 sounds and spent weeks experimenting with them, selecting the ones that could come together musically and meaningfully. The sound and film went through more than 35 iterations. It took us nearly 100 days and multiple partners to put everything together,” said Abhishek D Shah, Founder, Be Positive 24 Innovation Design.
The campaign film went live on The World at Jubilee Hills’ YouTube channel on Wednesday. The campaign will be further extended through an influencer-led activation, bringing relevant creators and pages into the conversation and taking this musical tribute to India’s unity and diversity to a wider audience.
“India is our home, and this is a musical tribute to our beautiful home on her birthday. As a developer, we have always tried to create delight through innovation. We wanted to do something that was simple in thought, but powerful in emotion. We know that the world is listening to India,” said Sidharth Reddy Indukuri, CEO, The World at Jubilee Hills.
