Mumbai, 21st July 2023: Viacom18 and Pernod Ricard India in partnership with Wavemaker India, are delighted to announce yet another extraordinary collaboration for their groundbreaking music intellectual property, “Royal Stag Packaged Drinking Water Boombox.” This innovative venture signifies the fusion of two distinct genres, Bollywood melodies and Hip Hop, resulting in a one-of-a-kind musical experience that is poised to captivate audiences nationwide. The “Royal Stag Boombox Originals” initiative progresses to its next phase with the highly anticipated release of four original music videos featuring renowned artists such as Jasleen Royal, Dino James, Nikhita Gandhi, Bali, Neeti Mohan, EPR, Amit Trivedi, and SlowCheeta, promising an unparalleled blend of soulful melodies and vibrant rap.
Commenting on the association, Vivek Mohan Sharma, Head – Branded Content, Viacom18, said, “We are thrilled to partner with Pernod Ricard India for ‘Royal Stag Packaged Drinking Water Boombox’ and the talented artists in this groundbreaking launch of a one-of-its-kind music IP. At Viacom18, we believe in the power of engaging and impactful associations that add tremendous value to our brand partners. This collaboration allows us to leverage our deep understanding of music, extensive network and platforms, ensuring widespread reach and engagement for this unique experience. Together, we aim to create a new benchmark in the music industry and provide audiences with a unique and unforgettable musical journey.”
Commenting on the same, Mansi Datta, Chief Client Officer & Office Head – North & East, Wavemaker India. said, “We are thrilled to have activated Boombox, one-of-a-kind musical IP for our client Pernod Ricard. We fused Hip Hop & Melody to make the youth of India groove and vibe. In this endeavour we joined hands with Viacom and got the biggest names of Music to create originals that truly connect with Generation Large for the brand. I believe this collaboration marks the beginning of a new era to celebrate Music in a whole different light and create newer avenues for budding talents.”
Music has always played a crucial role in engaging consumers for the brand, and Viacom18 is committed to delivering profoundly impactful experiences. As a platform, Viacom18 fosters innovation rather than conforming to trends, encouraging aspiring talents to make a lasting impression. Viacom18, a trailblazer in the music industry, is poised to deliver an exceptional and indelible musical experience for the listeners set in motion by Royal Stag. This collaboration signifies a shared vision of pushing creative boundaries and offering audiences a unique and immersive musical experience in a phygital format. Viacom18 in partnership with Pernod Ricard, aims to reshape the music landscape and provide a dynamic platform for artists to showcase their exceptional talents with the introduction of the Royal Stag Packaged Drinking Water’s ‘Boombox’.
At the forefront of this extraordinary endeavour is a unique collaboration between Jasleen Royal, acclaimed for her soulful singing, and Dino James, a spunky rapper. Their combined talent and creativity in the music video titled “Pehle Jaisi Baat Nahi’ is set to deliver an unparalleled musical experience that will resonate with fans of both genres. This song delves into the challenges faced by a young couple in their relationship, their longing for a lost love, and the accompanying sense of nostalgia. As the first original music track emerges from this exciting collaboration, fans can look forward to experiencing many more magical fusion of Bollywood melodies and dynamic rap.
“Hoodie” – The year’s biggest party anthem will feature the ecstatic rapper Bali & party anthem queen Nikhita Gandhi. The pair will be seen swaying to the quirky lyrics of the new-age depiction of ‘boy meets girl’ in the energetic dance number.
“Imtihaan” is a beautifully crafted song that delves into the depths of an artist’s struggle with creative stagnation, vividly depicted through the poignant tale of separated lovers. EPR, the talented underground hustler, effortlessly weaves his poetic rap and rhythmic prowess, seeking to break free from the chains of artistic blockage. Adding an enchanting touch of nostalgia, Neeti Mohan’s soulful vocals intertwine with the melodies, reminiscing their old love and evoking a sense of wistful longing.
Amit Trivedi continues to break new ground by blending Desi melodies and Hip-Hop with the upcoming title “Mohabbat” featuring SlowCheeta the old school rapper. Amit Trivedi plays the love guru by giving the track a Desi melody while persuading SlowCheeta, a hesitant newcomer to love freely and express without fear with a hint of Hip-Hop element.
The music videos will be exclusively available for streaming on MTV’s digital streaming platform – KaanPhod Music and Royal Stag Live It Large YouTube Channel. Listeners can also discover these tracks on popular audio platforms such as JioSaavn, Spotify, Apple Music, Hungama Music, Wynk Music, Resso, and Amazon Music.
