Friday, May 25, 2018

Shamir Tandon’s LG campaign makes waves again

His music has made waves in Welcome to New York, Corporate, Page 3, Piku, Bank Chor, Inkaar, Jail, Bal Ganesh, Mission Istanbuul, Rakht, Umar among many others. His international collaborations with Enrique, Bob Sinclair and Blue are still talked about.

Composer Shamir Tandon is also known for his path-breaking work like Asha and Friends featuring Asha Bhosle with Bret Lee, Sanjay Dutt, Urmila Mantondkar among others, to the world’s first transgender musical initiative, The Six Pack Band,  the amazing The Cool Mom ad with Sridevi, and now the emotional LG campaign, Celebrating The New, that is making waves the world over.

Tandon’s earlier LG Astronaut film in association with the vivacious corporate head honcho CMO Amit Gujral of LG Electronics India, garnered over 104 million views for a non-film branded content.

The current campaign, set to music by Shamir Tandon, hit 10 million views in a single night and is again vying for space in the YouTube leader board with the earlier LG campaign.

Celebrating The New ( is a fresh take on every lifestyle dynamics of parent-kid relationships in India. And, how one common thing in our lives passes from generation to generation.

The video with the mellifluous original soundtrack by Shamir Tandon begins with a teenage girl searching for something in the old boxes where she accidentally discovers a mathematics answer sheet with a score that reads 3 out of 100 marks. The answer sheet, as it turns out, belonged to her father. “Were your Math so bad?” the daughter asks her father. And a story unfolds.

Speaking of the campaign, Amit Gujral, Chief Marketing Officer, LG Electronics India, said: "The emotionally charged campaign is a true reflection of LG’s brand philosophy of making our customers’ dreams come true. The video effectively depicts the emotions and aspirations of a common man, and how following one’s dreams can have a long-lasting impact on their own lives and of their loved ones. "Learning from you" & "Innovations for better life" as brand spirits are basis of this heart touching video ( exemplified. Hope, our fellow Indians shall embrace the video with much love and affection."

“It reminds us in a unique way how dreams have and continue to come alive with LG. We have always been a companion along the journey of our consumers and this campaign dedicates a strong message - LG has been an integral part of every Indian’s dream. Shamir Tandon’s music is the soul of the campaign. And this is the second time we are making magic together,” Amit Gujral further adds.

Avers Shamir Tandon, “LG’s initiatives do not talk of the product but the strong brand values and the response to the campaign is evidence enough.  We at Music Boutique share similar values and we are glad our coming together spells success one more time.”

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