Ties up with UTV Bindass in a first-of-it’s-kind campaign to hunt for the face of “Ganga” – the lead video from the album!
Universal Music signs the versatile and the man behind the chart topper “Bulla Ki Jaana”, Rabbi Shergill for his latest album ‘3’. Known for his deep, insightful, stirring lyrics and urban sufi music, Rabbi is back after a period of 5 years with his brand new studio album titled `3’ signifying his 3rd offering. The album is scheduled for a late-February`12 release.
As a build up to the release of the new album, Universal Music and India’s first 360 degree youth brand, UTV Bindass have tied-up for a first-of- its-kind campaign – a hunt for the lead face to feature in the video of the first single, the infectious “Ganga”. The campaign breaks today on UTV Bindass and gives today’s youth an exceptional opportunity to be part of a path breaking and visually impactful video!
Says Rabbi, “The Ganga we’re looking for is an urban-tribal, demolisher of conventions, a wild & free spirit. She lives off the land, steals from the city, talks to bears and catches her fish with songs. She plays with the river’s currents and listens to what the cosmos whispers in her ears. She is the unquestionable flow. Ganga.”
Said Devraj Sanyal, Managing Director, Universal Music, India & SAARC, “Rabbi is one of the few voices in the non film space that stands out because of his sheer vocality & musicality & his ability to write lyrics that instantly makes him one of the most intelligent musicians around. At UMGI I am proud to welcome Rabbi to our family. From a marketing standpoint the UTV Bindass Ganga hunt is the first time a non film artist will get this kind of innovation & scale from a national youth network. I am probably not wrong in trend casting that “3” will be one the top selling albums in the category this year.”
Keith Alphonso, Business Head, UTV Bindass, says, UTV Bindass aims to lead the way in promoting ‘folk rock’ as a genre which has popular artists like Rabbi who are a part of this category. In doing so we have associated with Universal Music, wherein we will give our audiences an opportunity to be a star in Rabbi’s music video of the first single, the infectious “Ganga”, from his much awaited album ‘3’. For the same a campaign to hunt for the face of “Ganga” will be on-air on Bindass exclusively.
The new album `3’ will be released Exclusively on Universal Music this February and will be available on physical as well as digital formats.
About Universal Music India:
Universal Music India Pvt. Ltd. (UMIPL) is a 100% subsidiary of the Universal Music Group.
UMIPL has an extremely rich Indian catalogue comprising songs from Classic Hindi and Regional Films, IndiPop, Bhangra, Ghazals and Devotional. It’s enviable catalogue includes artistes such as Asha Bhosle, Anup Jalota, Bombay Vikings, Jagjit Singh, JoSh, Malkit Singh, Pankaj Udhas, Panjabi MC, Raghav, Bohemia, Mohit Chouhan to name a few. UMIPL ‘film’ catalogue (the 2nd largest in India) spans music from blockbusters such as Sholay, Qurbani, Amar Akbar Anthony, Chori Chori Chupke Chupke, Devdas and Munnabhai MBBS amongst the numerous jewels which symbolize the musical journey from the 70’s to date. On the International music front, UMIPL are the clear market leaders with artistes such as ABBA, Akon, Bon Jovi, Bryan Adams, The Black Eyed Peas, Enrique Iglesias, Eminem, Lady Gaga, Taylor Swift, Justin Bieber amongst host of other popular music icons and household names in India.
About UTV Bindass:
Launched in September 2007, Bindass is the first 360 degree Entertainment Brand for Indian Youth. Bindass’ brand values of being fun, frank, and fearless and Indian has created a community building platform to bring Indian Youth together using the power of TV, Movies, Web, Mobile, Ground and Campus Activities. Offering a unique blend of programming in well researched genres that attract the Youth –Action Thrillers, Comedy, Magic, Reality, Game Shows to date Bindass has reached 64% of Indian Youth.