For the first time ever, radio jockeys from competing channels have come together to sing the iconic song ‘Saare Jahaan Se Accha’ as an initiative towards inclusivity and tolerance in India.
The song originally written by Muhammed Iqbal in 1904, has now been sung by RJs from Fever 104 FM, Radio City 91.1 FM and Radio Nasha 91.9 FM to promote the upcoming film – The Tashkent Files.
The song has been sung by producer and rapper Jayaraman Mohan, RJ Rohini (Radio Nasha), RJ Anuraag Pandey (Fever FM) and RJ Archana (Radio City). The campaign was conceptualized and executed by Zee Studios and Media One Solutions. This will be used as a radio campaign for the film’s promotion. Additionally, the song will also be promoted on all Zee TV and digital platforms.
With the growth of radio as a promotional medium for films, radio advertising campaigns are becoming increasingly creative and out-of-the-box. Commenting on this initiative, Neeraj Joshi, Head of Marketing at Zee Studios said, “Zee Studios always looks for disruptive ideas for promoting a film. And after the success of Manikarnika, we are happy to partner with Media One Solutions again for The Tashkent Files. We have noticed a spike in the way radio has been used as a medium for film promotions. This led to us collaborating with them to drive innovative campaigns that reach out to the audience and engage with them. Our previous campaigns like Manikarnika have been very successful, and films can really push the envelope with this medium to create different key messages.”
Media One Solutions is one of India’s leading radio advertising firms that have instrumental in creating radio campaigns for films like Manikarnika as well. Sourin Datta, Founder and CEO of Media One Solutions said, “The idea behind this song was to bring together competing radio channels and represent the unity and inclusivity among all people. Radio as a medium reaches all strata of our society and we strive to create campaigns that transcend the distance between a film and its audience.”
He further added, “The Indian radio industry is worth INR 31.3 billion and according to a report by FICCI-EY ‘A Billion Screens of Opportunity’, 50% of all listeners prefer listening to music on free platforms. While the consumption of music has only increased in the country since the launch of several streaming apps like Gaana, Saavn, Apple Music, Wynk and Spotify, radio still remains a big part of how people consume content.”
Zee Studios and Media One Solutions created a similar national campaign for Manikarnika where radio listeners from across the country sent in their versions of the song ‘Bharat’ in their languages. This was curated together from across Mumbai, Delhi, Punjab, Telangana, Gujarat, Bihar among other areas.
The Tashkent Files is based on the mysterious death of former Indian PM Lal Bahadur Shastri and is scheduled to release on April 12, 2019. The film will see several noteworthy actors like Naseeruddin Shah, Pankaj Tripathi and Mithun Chakraborty.
Song: Saare Jahan Se Acchha -Rap version
Music: Rohit Sharma
Lyrics: Rohit Sharma and Vivek Ranjan Agnihotri
Singer: Jayaraman Mohan, Arya Acharya, RJ Archana (Radio City), RJ Anuraag Pandey (Fever FM), RJ Rohini (Radio Nasha), Ekdant Kalakshetra (Aadya, Abeer, Saaraanshi, Soumik), Swara Sharma & Nyonishi Cousins
Backing Vocals: Arya Acharyaneel
Music Production and Programming: Sandeep Mitra
Recording Engineer: Moon
Mixing and Mastering: Vinod Verma
Studio: Geet Audiocraft
Visual promo : Mehul Bhatt
Choreographer: Pallavi Tolye Patil
Written and Directed by Vivek Ranjan Agnihotri
Starring Mithun Chakraborty, Naseerudin Shah, Shweta Basu Prasad, Pallavi Joshi, Pankaj Tripathi, Rajesh Sharma, Mandira Bedi, Prakash Belawadi, Vishwa Mohan Badola, Prashantt Gupta, Vinay Pathak
Presented by Zee Studios
Produced by Pranay Chokshi, Haresh Patel, Pallavi Joshi, Vivek Ranjan Agnihotri
Co-produced by Sharad Patel, Ritesh Kudecha, Anuya Chauhan Kudecha
Story, Screenplay and Dialogue: Vivek Ranjan Agnihotri