ZEE Entertainment Enterprises Limited (ZEE) and Yamaha Motors, India have joined forces to breathe new life into Yamaha’s iconic ‘The Call of the Blue’ campaign through a groundbreaking collaboration with the contestants of the long-running, beloved music reality show Sa Re Ga Ma Pa. This partnership marks a pivotal moment, where the celebrated anthem is reimagined by budding musical talents, creating a powerful and emotionally resonant experience that captivates audiences across ZEE’s vast network, including ZEE TV, ZEE Tamil, and ZEE Telugu.
Sa Re Ga Ma Pa, which has been a cultural phenomenon for nearly three decades, has now become the canvas for a first-of-its-kind integration, where contestants from across India bring their unique style to the Yamaha anthem. This initiative extends beyond traditional marketing, allowing the spirit of Yamaha to echo through music and storytelling in an innovative, refreshing way. For the first time ever on Sa Re Ga Ma Pa, contestants have composed and performed their own renditions of a brand anthem, a move that is as unique as it is impactful.
The collaboration strikes at the heart of music’s universal power to connect, inspire, and create lasting memories. As the contestants infused Yamaha’s anthem with their passion, energy, and individual creativity, the result was an electrifying mix that embodied the brand’s core values of adventure, freedom, and brotherhood. This partnership goes beyond mere promotion—it is a celebration of creativity, artistry, and individuality.
The campaign garnered a massive cumulative reach of approximately 25 million viewers across ZEE’s platforms, amplifying Yamaha’s message of adventure and passion and making it resonate with music lovers, especially the youth. Through this collaboration, Yamaha and ZEE have forged a meaningful connection with their audiences, proving once again that music and storytelling can transcend the ordinary and create extraordinary experiences.
Ashish Sehgal, Chief Growth Officer – Digital & Broadcast Revenue, Zee Entertainment Enterprises Limited, said, “ZEE has always been at the forefront of innovative integrations that bring brands closer to their audiences. Our partnership with Yamaha is the perfect embodiment of that philosophy. The synergy between Yamaha’s adventurous spirit and the creative energy of Sa Re Ga Ma Pa contestants has led to an exciting and impactful collaboration that has not only amplified Yamaha’s core message but also created a truly memorable experience. This campaign has resonated deeply with viewers, bringing the brand’s values to life in a way that is both engaging and inspiring. It’s a perfect example of how music and storytelling can come together to create something remarkable.”
