MxMIndia

Tag: Manish Bhatt

  • Consistence in communication is key for a brand, writes Sanjeev Kotnala

    How Scarecrow is winning it for Reliance Jewels

     

     

     

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    Reliance Jewels- Scarecrow M&C Saatchi – consistency in communication 

    The brand building says that once a brand finds its unique appeal and develops a unique or easily associated and recognisable communication style, it should be consistent. And, if possible, frequently surprise the audience with a different interpretation of the same, evolving with the consumers’ needs and changing ecosystem. Ariel – Share the Load is a case in point. The brand concept has evolved with time, retaining the basic parameters and testing the coordinated repeatedly. It has been consistent, and the thought is strongly associated with the brand. Ariel’s latest communication remains rooted in the thought and has moved from being asked to share the load to an expression of new coordinates of self-realisation. Make My Trip, Frooti, and Dream11 are some other brands consistent with their communication approach and language. Another brand that has been hugely consistent with its approach and communication style has been Reliance Jewels, and Scarecrow M&C Saatchi has been creating some unique communication language for them.

     

    Reliance Jewel Akshaya Tritiya

    In the recent Akshaya Tritiya communication, the brand captured the more than 1000 years old history of Thanjavur’s art & architecture. Thanjavur – a mystical Kingdom and the cultural capital of spellbinding art and Dravidian architecture. Watch the Tamil version here.

    This is not the first time the jewel brand ( Reliance ) and the agency has based the collection and the communication on Indian traditions, culture, dance forms and heritage.

    A note from the agency updates that the inspiration behind Thanjavur is its intricately carved stones of the temples, the excellent craftsmanship of Poompuhar ships, the artistic traditions of Bommai Dolls, and the vibrant interiors of Thanjavur Darbar Hall. The reliance Jewels Akshaya Tritiya Thanjavur collection reflects and pays tribute to nuances of this craftsmanship from the artisans of Thanjavur. The film is a result of a deep study of the history and conversations with experts in different fields.

    Music in the film is an essential element and captures the flavours of Thanjavur. The song is written in Gambheera Nattai raga and pays tribute to the ancient temples. The Hindi version of the song is written by Manish Bhatt. The film is long at 207 seconds, capturing the musical journey of two young girls; a dance choreographer and her friend. However, Manish Bhatt, Founder Director Scarecrow M&C Saatchi, believes that capturing the 1000 years of history in this short duration is an achievement. The Thanjavur typeface was also created to complement the collection and the traditional craft.

    The brand- Reliance Jewel’s thematic jewellery collections are an ode to the country’s diverse culture and are appreciated by customers. This is, in a way, season 7.0 of such a thematic collection.

     

    Reliance Thematic Collection Communication.

    Every year Scarecrow M&C Saatchi with the client, creates a 2 to 5-minute long music-song song-led film based on the culture/art/ history that has inspired the Jewellery Collection.

    Here are some of the films/

    UTKALA – collection inspired by Odisha’s Ancient Art Heritage.

    KAASYAM – collection inspired by Beauty & Divinity of Banaras

    RANNKAAR collection Inspired by Rann of Kutch. And here is the behind the scene for the campaign.

    MAHALAYA collection inspired by the Tribal, Ancient & Royal Heritage of Maharashtra.

     

    Net Net.

    Indian culture, heritage, design, and craft have so much to inspire creativity in jewellery design. I am biased toward such an approach to thematic collection and communication. By being consistent with the thematic collections and communication style, the brand is creating a niche for itself.

     

  • The new collection, Rannkaar, celebrates the Rann of Kutch craftsmanship

    Scarecrow M&C Saatchi crafts campaign for Reliance Jewels

    By Our Staff

     

    Scarecrow M&C Saatchi has crafted a campaign for the latest collection of Reliance Jewels called ‘Rannkaar’ that is inspired by the intricate craftsmanship (Karigari) of Rann of Kutch for this Akshaya Tritya.

     

    Said Sunil Nayak, CEO, Reliance Jewels: “For Indians, jewellery is more than just a ‘tola’. It is a story, a heritage, a tradition and an emotion that evokes a pride of possession creating fond memories which then becomes a legacy for generations to come. That’s why every year, the team Reliance Jewels traverses through India to capture and bring to the fore the rich Indian culture, art & crafts and the rich heritage from different regions in every jewellery collection that we craft for our patrons across India. It started with Apurvam, inspired by Hampi; Utkala, inspired by the ancient art heritage of Odisha, and Kaasyam, dedicated to Banaras. The same tradition continues this year with Rannkaar, inspired by Rann of Kutch.”

     

    Added Manish Bhatt, Founder Director of Scarecrow M&C Saatchi: “We got a delightful opportunity to showcase the holistic craftsmanship of the Rann of Kutch with a team of legends who understood the true visual and musical essence of the region.”

     

  • The Ambuja Cement commercial was no longer making sense. What made sense is the MTV and  GoldMedal electricals ads, writes Sanjeev Kotnala

    Another wake-up call this R-Day

     

    By Sanjeev Kotnala

     

    The Nation was celebrating its 72nd Republic day. Dressed in a kesaria kurta, I had returned from a drive to Bandra Band Stand. The taste of Jalebi-Dhokla-Vada Pav from Punjab Sweets at Pali Hill was still fresh. It was slowly getting subdued with the fresh cup of Society Masala chai. A heavy dose of customary patriotic songs over the radio stations during the drive had charged me. On return to my society, I had even stopped and shot the typical picture, saluting the National Flag. And I had just watched the Republic Day communication developed by Manish Bhatt and the team at Scarecrow M&C Saatchi for the client Ambuja Cement.

     

     

    For a change, the TV set tuned to NDTV I was watching the live parade telecast. In such a pleasant situation, dulled with everything will be right. The NCC cadets marching on Rajpath, the helicopters flying over the parade.

     

    I was jolted to reality.

     

    In between the parade coverage, the channel kept the viewers updated with visuals from the three alternate parades happening in the capital—the tractor rally of so-called protesting farmers.

     

    What one saw was disappointing. One felt ashamed for the fellow countrymen taking this solemn moment to act in the way they did. They have been playing cat and mouse game with the government for long. January 26 was just a culmination of ill intension most likely supported by outsiders. This time it was not as bad as the riots of 2020.

     

    One wished we were not a democracy. That the protesters had some fear of the law-and-order machinery. That the machinery was allowed a free hand to do what they are meant to do- maintain law and order. Hoped that they were amply supported with right weapons and intelligence. And when one saw the visuals from Lal Qila, one wished they allowed to shoot at sight, instead of allowing the hooligans to keep the city terrorised.

     

    The law-and-order machinery was never in the game. The Government was put into catch 22 situations. The Government was anyway getting called for not acting. And would be called if they did act. Charged with this confidence, the patriotic farmers were busy challenging the Government.

     

    The WhatsApp groups were full of typical armchair analyses if the situation. I was one of the vociferous participants. Whatever may be the Rajneeti, the politics of protest. Whoever may be supporting such a protest and gundagardi. If they were Nihangs or Jats. If they were on tractors or on foot. If they agreed or were protesting against a law that the elected representatives have crafted. And one that a large part if the country finds no problem with. None had the right to act the way they did. I go a step ahead; none should dare to act the way they did.

     

    There is an urgent need in this country to bring new laws and take hard actions. Bring the destructors and penalise them. And if that calls for an emergency type of situation, so be it. The Nation has a responsibility. The Government has responsibility and accountability. What about the citizens of the country? What should the country expect from them?

     

    I don’t know how, but we cannot afford such destructive protests. The Nation cannot be held to ransom. The laws are enacted by the elected representatives, and any question must be raised in the parliament. In my view, they should not even be challenged in the supreme court. At the worst case just like the president, the court can ask the Government to reconsider – but not force to amend a law duly enacted by an elected government. The battle has to be fought inside the parliament. If the regulations are anti-people, the people have the opportunity in the next election to reject the appeal.

     

    When one sees the Rajpath Parade, and the Protestors violent parade side by side on the TV screen one gets disoriented. When one views a highly emotive campaign by brands on such occasions, one tends to get disoriented. When one listens to those songs that charge you up, one is unsure which country they refer to.

     

    I know advertising cannot reflect this violent mood of the Nation. It will still continue to play on the emotions that you hold so dear. The campaigns will remain idealistic and the brands purpose-led. I am sure no brand will comment on what happened on January 26, 2021. Not sure, if they should. The taste has soured. The Ambuja Cement commercial was no longer making sense. What made sense is the MTV and  GoldMedal electricals ad.

    https://youtu.be/yMd29gMcJXQ

     

     

    What I am sure is that we, hopefully, feel the need to wake up and take a stance. Tell the government we are with them. The citizens do not need to be threatened and terrorized of such gundas. We have elected a Government to keep order. As citizens, we just want to go about our business in peace and have a good night sleep. The citizen wants no more such incidents.

     

    That the citizens feel about the Nation. They are patriotic enough not to raise questions if the Government acts decisively. The citizens feel charged when they see the patriotic campaigns not because it is not real-life. But because it is the Nation, they want to live in. And for it to happen, the citizens look at their elected government and the whole opposition to be constructive and decisive in action. Otherwise, none will be spared, and that is not being said figuratively.

     

    So, if you are still not up. Here is another to close the argument- this time from Adani. And I am happy to note that instead of mussy-mussy all for the Nation- Tera Hai Par Mera Hai feeling- some are raising the questions.

     

  • The move will strengthen the agency’s creative team

    Scarecrow M&C Saatchi appoints Vijay Assudani as CD

    By A Correspondent

     

    Scarecrow M&C Saatchi has appoints Vijay Assudani as Creative Director. Prior to this, he worked with Lowe Lintas and before that, he was in Leo Burnett Orchard.

     

    Speaking on the appointment, Raghu Bhat, Founder Director, Scarecrow M&C Saatchi said: “What he brings to the table is a combination of great command over creative writing, and some very sharp insightful thinking. His film for ICICI Prudential Life Insurance featuring a disease-afflicted football coach is beautifully crafted and I look forward to more great work from him.”.

     

    Added Manish Bhatt, Founder Director, Scarecrow M&C Saatchi, said, “Scarecrow has been a breeding ground for some hungry talent looking to make their mark in advertising, Vijay is a part of that group. We have had a mutually rewarding relationship before and this time also we are betting on doing some great creative work together”.

     

     

  • Hungry to have a presence in India, M&C Saatchi buys Vivek Suchanti’s stake in agency

    Scarecrow now a part of M&C Saatchi

     

    By A Correspondent

     

    We were all set to do the trek to Ballard Estate in South Mumbai. As also huff and puff up to the second floor office for a roundtable and a revelation. Except that the lure of an exclusive in a pink major killed the idea of the press meet-up.

     

    L to R: Raghu Bhat, Arunava Sengupta and Manish Bhatt

    Guess at the lunch, the rest of the media were to be served the crumbs, while the meat was handed over to the bigger fish. Sigh.

     

    Scarecrow, the eight-plus-year-old independent agency owned by Vivek Suchanti and Manish Bhatt, Raghu Bhat and Arunava Sengupta, has sold majority stake to M&C Saatchi. A global ad network set up by the founders of Saatchi & Saatchi, M&C Saatchi, has had a failed existence in India thus far. It will use the Scarecrow buy as a means to exert its influence in India.

     

    Vivek Suchanti

    With this transaction – much below the Rs 100 crore tag that has reported in the paper in honour of which Scarecrow compromised its relations with the rest of the press, M&C Saatchi has bought the majority 51 per cent stake that Suchanti owned. According to the info we have, there will be a gradual buy over five-six years of the 16.33% stake that Sengupta, Bhat and Bhatt will own. For now, the trio do not get even the crumbs, but they’ll get it with time.

     

    Scarecrow, as an agency, has been doing reasonably well with an impressive clients roster. It has done reasonably well on the awards circuit, though it boycotted Goafest 2018 reportedly because (Manish) Bhatt was upset on not being invited to be part of the Master Jury for the Creative Awards.

     

    So will M&C Saatchi truck with Scarecrow work? Yes, it should, say observers. Even though the 23-year-old agency formed by Jeremy Sinclair (Chairman), Bill Muirhead, David Kershaw (Chief Executive) and the brothers Maurice and Charles Saatchi has floundered in the country. Its buy of Delhi-based February in 2014 and the setting of the mobile arm have not achieved much. In 2015, it sold its digital and direct business to Pi Communcations.

     

    The Scarecrow co-founders Bhat, Bhatt & Sengupta are known to have the drive and have produced advertising that has been memorable.

     

    We’ll wait to see what happens next. We can sure it’ll be handed over first to that pink paper.

     

     

  • The account will be handled from the agency's Mumbai office

    ArthImpact ropes in Scarecrow for Happy

    By A Correspondent

     

    Manish Khera, founder of Fino Paytech and Yatra Tatra Sarvatra, and Gautam Ivatury, Founder of CGAP and co-founder of Jipange KuSave have partnered with Scarecrow Communications to launch their new micro digital lending platform. The account will be handled from the agency’s Mumbai office.

     

    Commenting on their decision to choose Scarecrow, Manish Khera, Founder & CEO, ArthImpact, said: “With ArthImpact, we needed a team that could not only align with our product ideology but also be able to translate it to our brand identity – Team Scarecrow has been instrumental in helping us achieve this.”

     

    Added Manish Bhatt, Founder director of Scarecrow: “Happy is very special to Scarecrow. We have been a part of the process from day one – right from developing strategy, arriving at a name to creating an identity that resonates with the brand. Being an impact driven venture, it aims to bring an instrumental change in people’s lives. And it’s a great feeling to be associated with such a brand.”

     

    Said Mangesh Mulajkar, Senior Vice President, Scarecrow: “The brief was an open canvas with the mandate to create an ‘un-finance’ kind of brand in the digital lending space. A name that the consumer will connect with easily and what better emotion can a brand own and offer than a feeling of being ‘Happy’. The Happy team has been very enthusiastic about the idea, which has led us to taking a very different and cheerful approach to the communication and this is just the beginning.”

  • Gromax is an agri-equipment entity that is committed to the cause of enhancing and enriching the lives of farmers

    Gromax partners Scarecrow Communications to launch new range of tractors

     

     

    Scarecrow Mumbai has launched a new tractor brand – Trakstar – in the 30-50 HP category for Gromax Agri Equipment Limited (eka Mahindra Gujarat Tractor Ltd).

     

    Said Harish Chavan, Director, Gromax Agri Equipment Limited, said:”This is not the first time Mahindra is associating with Scarecrow team. They have previously worked on some of our brands like Trringo. We realised Scarecrow’s approach to develop brand communication is something that we resonate with and we were more than confident to award the creative duties to them. From branding of the Tractor to coming up with company and implements names to developing positioning and communication for the brand, everything has been taken care of by Scarecrow, Mumbai.”

     

    Added Manish Bhatt, Founder Director, Scarecrow Communications: “Mahindra has always been the leader in categories like Tractors and SUVs. This entire project has been a precious opportunity for Scarecrow. Though we have an extensive experience of working on similar projects where we played a key role in the formation of brands like the creation of &Pictures (for &Network, a part of Zee Entertainment Enterprises Ltd. and Essel Group), our association with Gromax is still an inspiring experience.”

     

    Said Arunava Sengupta, Founder Director, Scarecrow Communications said: “India being an agricultural country, it is very important to have a brand that touches the lives of farmers in true sense. Since Gromax and its flagship brand Trakstar meet the category’s need of the hour, we are all geared up to bring something meaningful to the table.”

     

  • The campaign celebrates all iconic brands and campaigns that have been impacted by this industry benchmark award

    The Advertising Club unveils “#MADEOFABBY” ad campaign

    By A Correspondent

     

    Abby 2017 has unveiled an ad campaign titled #MADEOFABBY for promoting the forthcoming Abby Awards to be held at Goafest in April 2017. The campaign celebrates all iconic brands and campaigns that have been impacted by the award and could be called, #MADEOFABBY.

     

    Conceptualised and created by Scarecrow and mentored by Ad Club President Raj Nayak, Awards Governing Council Chairman Ramesh Narayan and team, the 3D rendering of the images was done by Cocktail Art Co. Forming the premise of the campaign thought has been the retrospective research statistics that showcases the large number of the renowned ABBY metal won by leading creative agencies over a period of 22 years starting from 1994 to 2016: DDB Mudra – 207 metals, McCann 113 metals, Taproot – 67metals, Contract – 183 metals and JWT – 290 metals.

     

    Speaking about the engaging campaign Narayansaid: “Our​ creative ​stars, great creative agencies, clients and even the legendary creative brands of our industry, all have a little bit of ABBY in them.​They have all had a very mutually complimentary relationship. In a sense, they​ are all #MADEOFABBY.  It is this emotion that we have endeavored to tap into. We are sure that this inspiring and emotive campaign will generate a sense of pride and belonging amongst the entire fraternity towards the ABBY’s”.

     

    Speaking about the campaign and its intent Manish Bhatt, Founder Director, Scarecrow Communications Ltd and Member – Managing Committee, The Advertising Club said “Showcasing the glory of ABBY, last year we articulated our differentiator of Indian-ness which insightfully synced with the current sentiment and mood of our country. Moving towards the next echelon, we have leveraged ABBY’s various other uniqueness over and above the Indian-ness of the awards”

     

    Added Nayak: “The ABBY awards have played a central and inspiring role in the personal and professional journey of all advertising professionals. The awards have been the single most decisive platform showcasing the strength and value of the Indian advertising industry to the world. With this moving campaign we have set out to take down memory lane every individual and brand that has been touched by the ABBYs”

     

     

  • The brand positioning stems from a universal insight that good habits are hard to keep

    Scarecrow develops new communication for DS Group’s dairy brand Ksheer

    By A Correspondent

     

    DS Group’s Ksheer, a premium dairy brand, launched a new campaign including a TVC with the tagline “Ek Acchi Aadat”. The new TVC strengthens the brand positioning of Ksheer as a good habit to instill. The TVC depicts the daily routine of a joint family  – be it sleeping in late, playing video games or doing too much of office work from home.

     

    The brand positioning stems from a universal insight that good habits are hard to keep — whether it’s cultivating habits like being on time or exercising regularly in our day-to-day lives; our ambitions may be high, but most of us don’t have the willpower to maintain the right habits.

     

    Using lighthearted storytelling, the ad establishes Ksheer as one habit that’s easy to keep, every day. “Ksheer, Ek Achhi Aadat”, the tagline reinforces how consuming healthy Ksheer products is a great habit to have and keep.

     

    The ad is heightened by its cast that includes Hrishitaa Bhatt, who is known for her acclaimed roles in Bollywood’ plays the homemaker, while Jugal Hansraj the ‘Masoom’ boy of bollywood plays her husband. Actor Nassar Abdulla also features, along with the stalwart Sujata Kumar. One of the role is played by veteran actress Late Sulbha Deshpande, who passed away shortly after the shoot. Bringing this star-studded cast together and telling a lively tale is ace director Pradeep Sarkar.

     

    Speaking about the Ksheer brand, Sunil Bansal, Business Head-Dairy, DS Group, said, “Milk and milk products are known for their health benefits. Children are always told that milk is good for them. We aim to put milk back in the daily routine of the Indian family as a great habit to follow – “Ek Achhi Aadat”.  The brand ‘Ksheer’ symbolizes the ocean of milk, which represents purity filled with lots of goodness that replenishes health and is a great daily habit to instill.”

     

    On the mischievous tonality of storytelling, Scarecrow’s Founder Director, Manish Bhatt adds, “We experimented with Mehra Family’s self-admissive-yet-sarcastic statements regarding their various habits, where we establish Ksheer Milk and Milk Product as an easy-to-keep habit in the backdrop many of their hard-to-keep good habits and not-so-good ones. We have used a storytelling approach where what has been said and what has been shown in the visuals is contradictory – to create intrigue, light humour, sarcasm and chemistry between the family members. Use of unusual casting in the film is intended to make the film noticeable and memorable in the clutter of FMCG communication on TV. We also added a song in the film ‘Achhai ko Zindagi se Lipatne Do’ to increase the Emotional Quotient and take-away factor of the film.”

     

  • PokerNation is an online Poker gaming website promoted by Fortuity Gaming

    Scarecrow wins PokerNation mandate

    By A Correspondent

     

    After a multi agency pitch, Fortuity Gaming Pvt Ltd handed over the creative duties of PokerNation to Scarecrow Communications. As a part of the extensive pitch process, the agency had to cater to every aspect related to the brand, such as brand positioning, strategy and creative.

     

    PokerNation is an online Poker gaming website promoted by Fortuity Gaming. It has been created like a virtual nation on the Internet – a nation, for the players, by the players and of the players.

     

    The mandate for Scarecrow includes a complete digital campaign, blogs, digital videos, videos on how to play  Poker and TV commercials.

     

    Gautam Thawani

    Confirming the development, Gautam Thawani, Business Head, Fortuity Gaming, says, “Globally over 6.8 per cent people play Poker. That’s about 40 million people.  Of this, a large percentage is below 35 years of age. In India too, it’s quite popular in Mumbai, Delhi, Goa and Bangalore most of which is played online and in offline private Poker Rooms. For us, it was a great opportunity to tap into the gaming category.”

     

    Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, adds, “The online Poker space is not properly regulated. Hence, people are hesitant about playing Poker on websites whose credentials are questionable. Essel Group’s entry will go a long way in reassuring the gaming community about online Poker. For Scarecrow too, it was a unique experience to partner Essel Group in this new age category.”

     

    Manish Bhatt, Founder Director, Scarecrow says, “It’s rare when an agency gets a mandate to create a virtual nation for Poker lovers. The challenge is to make it exclusive, yet inclusive. Scarecrow had the opportunity of being involved in the formation of this ‘nation’ from its birth. From naming it to designing its look. From writing the blog to the online communication. From designing merchandise like Poker chips to T shirts and jackets. This is a nation where anyone can migrate to, and become its citizen. The official game is Poker. This nation has its own currency, its own national animal and even its own national anthem.”

     

  • Mangoblossom will handle brand identity & design

    Scarecrow Communications wins creative mandate of ALT Balaji

    By A Correspondent

     

    Scarecrow Communications has won the creative mandate of ALT Balaji. The agency was shortlisted after a multi-round pitch process, following which Scarecrow was brought on board.

     

    Speaking on the win, Manish Bhatt, Founder Director, Scarecrow Communications, said, “Today, the entire world is shifting to the digital platform for their entertainment. Balaji Telefilms has a rich legacy of producing the most favoured content on a large scale for multiple platforms – from Television to Films. And with ALT Balaji, they’re gearing up to entertain the digital audience as well. Scarecrow is really enthused to be part of this ambitious and exciting brand vision”.

     

    Nachiket Pantvaidya

    Nachiket Pantvaidya – ALT Balaji, CEO said, “We’re excited to work with Scarecrow Communications and look forward to doing cutting edge creative work with them that will launch and build ALT Balaji for its consumers, both in India and overseas.”

     

    ALT Balaji will create highly differentiated, original digital content for the entire connected ecosystem spanning mobiles, computers, tablets, smart TVs and game stations. Through this endeavor, Balaji Telefilms will go beyond the current themes of television entertainment to set a new bench-mark with younger, edgier and smarter contemporary content.

     

    While Scarecrow will be handling creative mandate, brand identity of Alt Balaji has been created by branding and design firm Mangoblossom and brand identity has been created by Mangoblossom Design.

     

  • The song will be launched on Colors’ digital and social media platforms reaching out to over 13 million followers and subscribers on 26th January, 2016

    Colors partners Equal Rights Music for new Republic Day anthem

    By A Correspondent

     

    On the occasion of India’s 67th Republic Day, Colors, in association with Equal Rights Music Project, seeks to spread a message of goodwill and amity with the launch of Kabootar – A Peace Anthem. The song will be launched on Colors’ digital and social media platforms reaching out to over 13 million followers and subscribers on 26th January, 2016.

     

    Speaking about this initiative, Raj Nayak, CEO – Colors says, “As a brand, Colors has always showcased the different hues of human emotions, feelings and sentiments. However, as we drive global development to accomplish personal goals and ambitions, peace is something that the world has lost touch with. As a nation, India has always led the fight for global harmony and brotherhood, making the country’s 67th Republic Day the perfect launchpad for ‘Kabootar – A Peace Anthem’. We are happy to have partnered with the Equal Rights Music Project for this initiative and hope that it unites the nation to achieve peace.”

     

    Conceptualized and written by Manish Bhatt – Founder Director, Scarecrow Communications and composed by Eddie T Avil, the song uses Kabootar as a metaphor for peace. The song’s insightfully written lyrics asks the dove the one question that mankind has been eternally pondering over – ‘When Will Peace Finally Grace the World / Kab utrega dharti par, ein kabootar’. The video, aesthetically shot by Riju Samanta, also symbolizes the cause and is a nostalgic reminder of the diversity and similarities we share as Indians. The song and the video builds upon the fact that we really don’t care about the minor differences we have, but the one thing we genuinely care about, is to ensure harmony and peace for our coming generations.