What is rapper Badshah doing in Sony Music's video for Yamaha Cygnus Ray ZR?

By Aditi Srivastava , afaqs!, New Delhi | In Advertising | June 28, 2016
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The video has already clocked over a million views since it went live on YouTube.

Sony Music, the music company from Sony Corporation, has announced its association with Yamaha Ray ZR, the latest two-wheeler model from the two-wheeler automotive company Yamaha.

As part of the marketing campaign which commenced on June 24, Sony Music has created and conceptualised an in-house branded music video #RayZRMeraSwag, for Yamaha Ray ZR featuring Aditya Prateek Singh Sisodia, better known by his stage name, rapper Badshah.

The music video comprises of a catchy, hummable song which has been composed, as well as sung by Badshah himself. The lyrics begin with "Let me let me..Let me make you move...". The song will be used by the brand for all its campaigns, including television and radio. The music video has already clocked over a million views since it went live on YouTube on June 24.

The campaign will be promoted across print, digital, and television. The TV spots will go live from July 1. Meanwhile, the music video will play on air across the following channels -- 9XM, 9XM Jalwa, Zoom, B4U, MTunes HD, Zing, ETC Bollywood, Masti, and Bindass Play, about nine or 10 times on a rotational basis for a minimum of two weeks, and on direct-to-home (DTH) channels such as Tata Sky, Airtel D2H and Dish TV for the same time period. The song has been also serviced to all music streaming sites like Gaana, Saavn, Hungama, Wynk, and iTunes.

Kiran Dcruz

Roy Kurian

Commenting on the collaboration, Kiran D'cruz, national head, brand partnerships, Sony Music, says, "Music is used to sell over 90 per cent of the brands worldwide and plays a very integral part in a brand's marketing strategy. This year, Yamaha has decided to make music an essential part of its campaign and we are delighted to have partnered it. We appreciate its belief in the power of music and on being the first auto brand to sign our artist Badshah. Over the last three years, we have offered music strategies that help brands connect with their audiences, and at the same time, we are creating integrated marketing plans that amplify content on platforms beyond YouTube."

Roy Kurian, vice-president, sales and marketing, Yamaha Motor India Sales, adds, "Listening to music is at an all-time high and people rely on their favourite songs to cherish memorable moments. Yamaha's corporate logo depicts tuning forks enclosed in a circle, owing to Yamaha's legacy and resonance with music. The Cygnus Ray ZR is a motoscooter specifically targeted at youngsters, and has been well-received since its launch. Having Badshah on board will give additional impetus to it, as he has a huge fan following of which the majority is youngsters. He is one of India's finest rappers and we are delighted to partner with him."

It may be recalled that Badshah had recently rapped for the electronics and electrical appliances company Hitachi. Well-known singer Baba Sehgal, too, recently rapped for the canned juice maker brand Del Monte.

It is to be noted that Sony Music has created branded content for several brands such as Tuborg Zero, Hitachi air conditioners, Maruti Suzuki Nexa, Luxottica India, Motorola, Durex India, Micromax, Sony Electronics, Titan, Pidilite, Amul, HUL, and USL.

Besides creating music strategies, the brand also provides digital solutions, social media promotions across Sony Music pages, access to international artists for endorsements, and synchronisation.

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