It would be a real challenge to come across an Indian who wasn’t inspired by India’s ‘unofficial’ anthem, Mile Sur Mera Tumhara, that was first promoted on Doordarshan in 1988. 22 years on, the same iconic song has been revived with new characters. Does the throttle work? 4Ps B&M gives the inside view
At the same time, it has also to be accepted that it is a sheer delight to see visuals featuring the Sarod maestro Ustad Amjad Ali Khan and his two sons Amaan and Ayaan Ali Bangash playing the same raga (in the backdrop of the heritage structure Charminar) or Aamir, Shahrukh and Amitabh Bachchan in the same song. Or consider Ustad Zakir Hussain and his bothers, Pandit Shiv Kumar Sharma and Rahul Sharma playing the santoor (with the Qutab Minar in the backdrop), Anoushka Shankar, the ever improving Siva Mani drumming away on water. Set amidst the backdrop of the Taj hotel (the centre of 26/11 episode), Big B’s baritone voice serves the purpose well.
Commenting on the initiative, Kailash Surendranath, the brain behind Phir Mile Sur, tells us, “It has been an incredible journey creating Mile Sur Mera Tumhara, which was a mosaic of so many different personalities from various walks of life and regions in India.” Kailash is now planning to shoot Sachin Tendulkar for a new addition to the advertisement. The locations, the people, the costumes et al have been chosen to relieve the nostalgia. It is indeed true that the present version is heavy on the Bollywood front with 22 of India’s biggest superstars (out of 68 icons who have lent their support to this initiative) and does not have the participation of those many representatives from the field of business, science and technology. “But then, the brand recall and immediate association increases voluminously with the usage of superstars,” says Planman Motion Pictures’ Shubhoshekhar.
Brand Guru’s Uppal adds, “To an extent, the nostalgia related to Mile Sur Mera Tumhara is surely evoked. It gives an opportunity to revive the old memories through Phir Mile Sur.” Uppal goes on to add that lyrics are the positive linkage in the current version. Despite a few shortcomings, what is worth acknowledging is the fact that each artist speaks about a cause, a reason why the new throttle has strong supporters too, one being Marten Pieters, MD and CEO, Vodafone Essar, who tells 4Ps B&M, “Phir Mile Sur captures the true spirit of contemporary India and will hopefully also resonate with new generations.”
And that’s where the answer lies. One has to realise that the generation of today may not be able to recognise the maestros of 80s and early 90s, and that perhaps necessitated the idea to reinvent the best patriotic advertisement till date. In other words, the current version is but a rediscovery for today’s younger demographic against the backdrop of the events which have rocked and shocked the nation (26/11 et al). The present version, to a large extent, reflects the enthusiasm of modern India, with a chutzpah that India of the 21st century can relate to and with a theme whose relevance can never ever be undermined with the passage of time.
For more articles, Click on IIPM Article.At the same time, it has also to be accepted that it is a sheer delight to see visuals featuring the Sarod maestro Ustad Amjad Ali Khan and his two sons Amaan and Ayaan Ali Bangash playing the same raga (in the backdrop of the heritage structure Charminar) or Aamir, Shahrukh and Amitabh Bachchan in the same song. Or consider Ustad Zakir Hussain and his bothers, Pandit Shiv Kumar Sharma and Rahul Sharma playing the santoor (with the Qutab Minar in the backdrop), Anoushka Shankar, the ever improving Siva Mani drumming away on water. Set amidst the backdrop of the Taj hotel (the centre of 26/11 episode), Big B’s baritone voice serves the purpose well.
Commenting on the initiative, Kailash Surendranath, the brain behind Phir Mile Sur, tells us, “It has been an incredible journey creating Mile Sur Mera Tumhara, which was a mosaic of so many different personalities from various walks of life and regions in India.” Kailash is now planning to shoot Sachin Tendulkar for a new addition to the advertisement. The locations, the people, the costumes et al have been chosen to relieve the nostalgia. It is indeed true that the present version is heavy on the Bollywood front with 22 of India’s biggest superstars (out of 68 icons who have lent their support to this initiative) and does not have the participation of those many representatives from the field of business, science and technology. “But then, the brand recall and immediate association increases voluminously with the usage of superstars,” says Planman Motion Pictures’ Shubhoshekhar.
Brand Guru’s Uppal adds, “To an extent, the nostalgia related to Mile Sur Mera Tumhara is surely evoked. It gives an opportunity to revive the old memories through Phir Mile Sur.” Uppal goes on to add that lyrics are the positive linkage in the current version. Despite a few shortcomings, what is worth acknowledging is the fact that each artist speaks about a cause, a reason why the new throttle has strong supporters too, one being Marten Pieters, MD and CEO, Vodafone Essar, who tells 4Ps B&M, “Phir Mile Sur captures the true spirit of contemporary India and will hopefully also resonate with new generations.”
And that’s where the answer lies. One has to realise that the generation of today may not be able to recognise the maestros of 80s and early 90s, and that perhaps necessitated the idea to reinvent the best patriotic advertisement till date. In other words, the current version is but a rediscovery for today’s younger demographic against the backdrop of the events which have rocked and shocked the nation (26/11 et al). The present version, to a large extent, reflects the enthusiasm of modern India, with a chutzpah that India of the 21st century can relate to and with a theme whose relevance can never ever be undermined with the passage of time.
Gyanendra Kashyap & Neha Saraiya
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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