MUMBAI: Ilaiyaraaja, Isaignani, the reclusive master, known for his unique skill is all set to disrupt, choosing to tell via Facebook his story to the new digital generation.
This ‘digital-first’ film will play out first on Facebook, Instagram and Arré. Arré recently launched its music vertical, Arré Earworm, and has also entered the Tamil market and will soon be launching originals in Tamil.
The regional-global story will straddle millions of Ilaiyaraaja fans and music communities across a swathe of geographies and interests
Joining this initiative is Mindshare, whose specialised content solutions arm Content+ is working with Arré to tell this important story using their understanding of consumers across the globe.
True to the nature of the medium and the genius of the artiste, Arré is in the process of collaborating with domestic and international creative talent to create what will be a path-defining moment for music and media.
Ilaiyaraaja, said “I come from a small village and have had no formal training in music. Music has made me Ilaiyaraaja. I am looking forward to sharing my musical journey with all my fans and music lovers on Arré and Facebook.”
English: https://www.facebook.com/1647011945555015/videos/1967237223532484/
Tamil : https://www.facebook.com/1647011945555015/videos/1967233830199490/
Arré B. Saikumar said: “Arré believes that digital is no longer the mainstay of just the millennial; it is increasingly the medium of choice across age-groups and community-led affinities and interests. We are happy to have Mindshare as a strategic partner to provide the required amplification and partners this project deserves.”
Facebook India head - media partnerships Saurabh Doshi said: “Millions of people who are on Facebook will now be able to have the opportunity to get a glimpse of Ilaiyaraaja’s musical journey and his work through this video series on our platform.”
Mindshare South Asia CEO Prasanth Kumar said, “The digital medium is giving us the opportunity to tell this story creatively, with the man re-living his musical journey again via video, text and imagery."
