In the time of the panic, paranoia and uncertainty, where our lives are challenged, upGrad, India’s leading online higher education company and Big Bang Music, the new age pop culture label driven towards creating unique musical expressions and experiences have come together to create what can aptly be called the upskill anthem of the nation.
#AageKiSoch encourages the youth to spend this time at home productively and engage in activities that will upskill their existing knowledge base to prepare for the new world post the COVID-19.
Written by reality show ‘Dil Hai Hindustani 2’ winner Akshay Dhawan, and composed by Shashwat Singh, whose melodies will be featured in AR Rahman’s next movie ‘99 Songs’, this never-seen-before collaboration also witnesses leading singing star Jonita Gandhi, rapping for the first time.
The music video consists of an ensemble star cast that includes Radhika Apte, Vikrant Massey, Naveen Polishetty, Anto Philip, Fatima Sana Sheikh, Shantanu Maheshwari, Rohit Raj, Aparshakti Khurana, Karan Tacker, Abish Mathew, Akansha Ranjan, Elnaaz Norouzi, and ‘Jordindian’ – Naser and Vineeth.
Link to the music videos:
Video 1: https://www.youtube.com/watch?v=k-Um4rDO9vE
Video 2: https://www.youtube.com/watch?v=X1zo4UrrBvI
Video 3: https://youtu.be/1pd7l1IEiNQ
Conceptualized by the higher education company upGrad to drive the productive habit of learning from home during quarantine and produced by Big Bang Music & KWAN, the partners have joined forces to bring together this eclectic mix of pop culture icons across Film, Music, Corporate, TV & Comedy for the upskill anthem.
The 3 video renditions for the same song have been conceptualized, written, shot and edited in all of 72 hours, being directed remotely on video calls.
Talking about this exciting launch, Gaurav Wadhwa, CEO & Co-Founder, Big Bang Music said, “These are unprecedented times and while it’s important to keep the spirit alive, it’s more important to gear up for the world to come because we all know there is light at the end of this tunnel.
World over, life will now be viewed as before and after the virus – BC and AC will have a new meaning in ‘Before COVID’ and ‘After COVID’ and we need to prepare for that! At Big Bang, we truly believe that music unites like no other and no better time than now to encourage people to use this ‘forced’ time at hand meaningfully.”
“Influencers are an integral part of any campaign, and more so today as they become custodians for keeping the morale high and mindset positive during the pandemic. We have carefully put together renowned and diverse names to be able to reach out to a large cross-section of people and encourage them to be productive while locked down in their homes.
It’s been an amazing collaboration where an edtech major has chosen music as their preferred route of disruptive communication”, added Dhruv Chitgopekar, Founding Partner and COO, Kwan.
“While everyone is adapting to the new normal, it’s time, we to be cautiously optimistic and look at the silver lining of the pandemic. With this upskill anthem, we want to encourage people to stay home and use the time meaningfully to enhance their skill set which otherwise would have parked in their to-do list. Preparedness for the coming economical storm is essential so that the youth and the working professionals can smoothly bounce back to their careers or make a new transition once we resume to our regular lives,” concluded Mayank Kumar, Co-Founder and MD, upGrad.
As a part of the campaign #AageKiSoch, influencers in the music video will tag their friends and urge them to “Bahar Nahi, Ab Tu #AageKiSoch” epitomising the future-forward thinking that, we need to do during the lockdown.
The idea is to create a chain of audience propagating the message of strictly staying at home and using this time to upskill oneself with upGrad’s educational programs in the areas of Data, Technology & Management.
Founded in early 2015, upGrad offers online programs for working professionals. In a short span of around 5 years, upGrad on-boarded over 21.5K paid learners and impacted more than 370K individuals globally, making it India’s largest online higher-education company, basis gross revenue generated from the Indian market in FY18-19.
upGrad provides programs in the areas of Data Science, Technology, Management and MBA to college students, working-class and enterprises. These programs are designed and delivered in collaboration with top-notch universities like IIT Madras, IIIT-B, BITS Pilani, MICA, NMIMS Global Access, Duke CE, Deakin University, Liverpool John Moores University and others.
To further enhance the learning experience, a comprehensive ecosystem has been built which includes one-on-one mentoring, peer-to-peer learning, industry networking and most importantly expert career guidance providing learners holistic support to elevate their careers to the next level.
The company has been awarded the title of ‘Best Tech for Education’ by IAMAI in 2019. The company received the ‘Best Education Brands’ award by Economic Times and has made it to LinkedIn’s ‘Top 25 Startups’ two years in a row in 2018 and 2019.