Casio India, a leading consumer electronics company and pioneer in the electronic musical instruments category, has launched a new brand campaign for its Casiotone range of beginner music keyboards called #LiveYourDream. The campaign’s centerpiece is a digital brand film starring Darsheel Safary of Taare Zameen Par fame as an underdog who rises in the eyes of his peers thanks to music-playing skills he learned by learning the Casiotone.
Well-known music industry artists such as music composer Sean Golden, singer-instrumentalist Swasti Mehul, keyboard player Anshuman Singh, and singer-instrumentalist Priyanshi Srivastava are supporting the campaign by sharing their own experiences with social recognition gained through playing a musical instrument. Casio’s mission is to increase the number of musicians in India by appealing to Generation Z and younger Millennials. The Casiotone keyboard, with its user-friendly interface and compatibility with Casio’s self-learning app Casio Music Space, is the company’s go-to brand for achieving this goal. The film, which was created by Tribes Communication Pvt Ltd and produced by Rising Star Productions, uses the opportunity to highlight the strengths of Casiotone, allowing the protagonist to realize his dream of playing an instrument and gain admiration of his fellow college students. The video is now available on the company’s social media platforms, including YouTube, Instagram, and Facebook.
In response to the campaign, Hideki Imai, MD, Casio India, stated, “We want to transform young India from music lovers to music players.” And we believe that Casiotone will assist us in taking a giant step toward this goal. Casiotone has an uncluttered interface that makes it less intimidating for beginners; its portability and compatibility with the Casio Music Space app means you can start and continue learning anywhere – at home or in your hostel room. Also, with the target market in mind, the instrument has been purposefully designed to be sleek and colorful to enhance the appeal and attractiveness that a musical instrument player enjoys. Knowing how to play a musical instrument is the pinnacle of cool, and we hope that this campaign inspires Generation Z to pick one up.” People are confined to their homes due to pandemics, so Casio ensures that music instruction is available at home. Casio’s Chordana app allows both children and adults to easily access the music journey at their fingertips.
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