senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Upgrade Your Ears with OgilvyOne Delhi's 'Project Resound' for Sony

31/07/2014
Advertising Agency
Hong Kong, Hong Kong
90
Share
Season 2 of project shows off the many faces of pure music

In its second season Project Resound by Sony Headphones highlights the many expressions of pure music, in its month long campaign. Taking the generation M of music lovers to the next level, the campaign sends out a clear message – that the many genre of music finds its truest expression in purity; and hence a need to hear sound the way it’s meant to be, on great quality headphones. 

The campaign “Upgrade your ears” kicked off with Kailash Kher and Shreya Ghoshal in Season 1, where the two greats came together to create a love ballad that was aired in the first ever web concert, last year. 

Season 2 saw four new generation artists creating musical masterpieces that unveiled the many faces of pure music. 


Sonia Sundaram, Senior Creative Director, OgilvyOne Worldwide said: "Music can have any expression or language, but its etymology rests in one word – purity. The essence of world music today, echoes the pure ragas that India gave to the world centuries ago. You can change the face, not the essence"

"The Project Resound puts purity above all else. This generation of music lovers are restless, free-spirited and fanatical in their choice of music. But they seem to be lacking the ability to distinguish between sound and noise. Sony Headphones gave us the platform to wake up their senses and upgrade their ears to demanding pure sound. The brand fit was perfect. For pure music you need specially engineered headphones that give you ‘uncontaminated sound'"


Project Resound Season 2 has a fantastic line-up of artists that bring in different flavours in their inimitable style. It rolled out with Tamil Street music with Benny Dayal and Nucleya, meandered into the haunting melodies of Sufi Electronica with Karsh Kale, moved into the earthy sand dunes of Rajasthani folk fusion and continues to upgrade sensibilities with head banging hard metal from Pentagram. 

The mission to upgrade the ears of a generation lost in cacophony continues. 

Sonia Sundaram said: "This is a longer fight, because it’s about breaking a habit and changing it. And we don’t wish to be preachy; we want to talk in a language that this generation understands - music. It is only when you actually pick up a Sony Headphone and listen to your favourite playlist that you understand what you’ve been missing all along."




Credits
Brand
Agency / Creative
More News from Ogilvy Asia Pacific
Trends and Insight
Most Read of 2022: APAC
12/12/2022
326
0
ALL THEIR NEWS
Work from Ogilvy Asia Pacific
Epic Night Out
Coca-Cola
13/03/2024
19
0
ALL THEIR WORK