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  • Jawa Yezdi Motorcycles joins Mahindra I-Rock 2023 as official ride partner

    Jawa Yezdi Motorcycles joins Mahindra I-Rock 2023 as official ride partner

    Mumbai: Last year’s historic return after a nine-year hiatus set the stage for a legendary rock comeback. India’s oldest, largest and loudest rock festival, Independence Rock, was reborn as Mahindra Independence Rock (I-Rock) in 2022 and is now once again making its way to the city in November. This year too, Mumbai’s Bayview Lawns will witness a thunderous reunion of headbanging and moshing rock scenesters in a loud celebration of the genre on the 4 and 5 November, 2023.

    Overlooking the breathtaking Arabian Sea, the Mahindra I-Rock stage is all set to transform into a kaleidoscope of rock subgenres coming together for two days of rock shindig. This year, the festival is transcending geographical boundaries by stretching its soundscape across the length and breadth of the country. From the north and the northeast to the west and the south, as well as crossing borders to Nepal, Mahindra I-Rock seeks to bring and unite diverse sounds of rock to its iconic stage.

    This will see the festival become a confluence of genres and languages and a collision of energies – from pummeling death metal and old-school thrash influences, genre-bending fusion of rock and reggae and authentic 80s style glam metal to the nuanced blend of Indian classical and folk sounds of the mridangam and flute with guitar riffs and pulsating drums – Mahindra I-Rock will dig deeper into Indian Rock music subcultures to underscore rock music’s spirit of diversity and inclusivity through its unique sonic landscape.

    Reflecting on 2022’s Journey

    In 2022, Farhad Wadia, Hyperlink Brand Solutions, and the Mahindra Group, along with Jawa Yezdi Motorcycles as the Riding partner got together to reignite the rock movement by reviving the festival and creating an ecosystem of rockers all over India. The 2022 edition of Mahindra I-Rock saw 7000 rock-and-rollers flock to the venue, proving that the country’s rock spirit was intact through the years and reinstating the festival as the largest and most iconic rock festival in India. Pure energy and raw emotions punctuated Mahindra I-Rock as the festival reclaimed its 28-year-old legacy as the bedrock of a thriving rock scene, with some of the most celebrated rock artists, such as Parikrama, Thaikkudam Bridge, Avial, Indus Creed and Pentagram taking to stage – a testament to the enduring love for this iconic festival.

    Continuing the Legacy – Mahindra I-Rock 2023

    Coming from this legacy, Mahindra I-Rock, in its 29th edition, will continue to live upto it’s reputation as a national phenomenon by amplifying its reach and pushing the Indian rock community to take the genre to the next level. Moreover, by providing fans across the country a never-seen-before experience of the highest standard, the festival seeks to become a rock destination in this part of the world.

    It will stay rooted in its three-decade-old tradition and nurture the growth of new and aspiring artists in the genre with “Tomorrow’s Headliners,” and provide them an opportunity to perform on the biggest rock stage, aka the Mahindra I-Rock stage.

    Independence Rock founder Farhad Wadia said, “Since the 80s, the festival has provided a platform to launch careers of several huge names in the rock fraternity, and it has sparked an everlasting spirit among rockers across India. This stage is where it all began! Mahindra I-Rock is not just a festival; it has become a meaningful movement. And movements never die – they are recorded in history. They not only continue to inspire future generations but are also reborn over and over. Mahindra I-Rock is one such movement that I hope continues to inspire the new gen to express themselves uninhibitedly through rock and live on.”

    Mahindra Group vice president – cultural outreach Jay Shah said, “We look forward to beginning the Mahindra Season of Festivals 2023-24 with Mahindra Independence Rock. It has been a pleasure to be able to revive this iconic festival, and we were heartened by the love shown by Mumbai last year. The Indian rock scene is waiting to be tapped, and this festival aims to present India’s incredible talent while simultaneously nurturing an appreciation for this genre in our youth.”

    Jawa Yezdi Motorcycles CEO Ashish Singh Joshi was quoted as saying, “We’re thrilled to once again partner with Mahindra Independence Rock. Just as our motorcycles provide riders with the exhilarating experience of the open road, rock music evokes a sense of liberation and self-expression. What makes this association even sweeter is that this legendary music festival has had a resurgence story just like us at Jawa Yezdi Motorcycles. As enthusiasts of both rock and the open road, we can’t wait to be a part of this thunderous reunion of rock fans and Jawa Yezdi riders!”

    Hyperlink Brand Solutions founder VG Jairam mentioned, “Multidimensional storytelling, creating cultural movements and being the bridge between consumers and culture is at the core of Hyperlink. And we are expanding on this by once again partnering with Farhad Wadia and the Mahindra Group to bring back Mahindra I-Rock, which is not just a rock festival but a cultural lifestyle movement in itself. After a successful sold-out show last year, I am looking forward to the newest edition which promises to be grander in all aspects and give both artists and the attendees an experience, unlike any other editions of Mahindra I-Rock.”

    Mahindra I-Rock’s journey: From rebellion to revival.

    Mahindra Independence Rock’s origin story embodies the very ethos of rock music culture – democratisation, freedom of expression, equality, inclusivity, and challenging the status quo. Three decades ago, in 1986, Farhad Wadia and his band’s gig at St. Xavier’s intercollege fest Malhar was cancelled. The principal didn’t approve of their music. However, this did not deter Farhad, who, with other students and bands, organised what eventually became the first edition of I-Rock at Rang Bhavan. In the 80s and 90s, I-Rock was the rite of passage for countless Gen X rockers in the country, giving birth to a roaring Indian rock scene and growing from a rock fest to pioneering a cultural movement in the Indian indie and rock music scene up until the close of its legacy venue in 2013.

    Mahindra Independence Rock 2023 promises to be an unforgettable celebration of rock music, with a focus on diversity and new-age talent. The festival has consistently been a platform for rock enthusiasts to come together and revel in the magic of live music, and this year will be no exception.

    Mark your calendars for 4 and 5 November 2023, and join us at Mumbai’s Bayview Lawns for a weekend of rock music like no other. Registrations for the festival are open now  – log on to the website and Instagram for more updates on the lineup and early bird tickets!

  • Mastercard drops name to rely on logo

    Mastercard drops name to rely on logo

    MUMBAI: Mastercard has announced the dropping of its name from the brand mark in select contexts. It has shared that the Mastercard Symbol, of interlocking red and yellow circles, will now stand on its own across cards. The mark will be accepted at all retail locations both in the physical and digital worlds, and major sponsorship properties.

    The decision has been taken keeping in mind the continuous evolvement of the consumer and commerce landscape. The brand believes that  the Mastercard symbol, which has been the hallmark of for more than 50 years, represents it better than one word ever could, and the flexible modern design will allow it to work seamlessly across the digital landscape.

    Mastercard chief marketing and communication officer Raja Rajamannar said, “Reinvention in the digital age calls for modern simplicity and with more than 80 per cent of people spontaneously recognising the Mastercard symbol without the word 'MasterCard,' we felt ready to take this next step in our brand evolution. We are proud of our rich brand heritage and are excited to see the iconic circles standing on their own."

    Partner at Pentagram Michael Bierut said, “We live in a time where, increasingly, we communicate not through words but through icons and symbols. Mastercard has had the great fortune of being represented by two interlocking circles, one red, one yellow, since its founding in 1966. Now, by allowing this symbol to shine on its own, Mastercard enters an elite cadre of brands that are represented not by name, but by the symbol: an apple, a target, a swoosh. Mastercard's two interlocking circles have always represented their commitment to connecting people. Now, that commitment is given greater presence by Mastercard's status as a symbol brand."

  • Realme introduces its new visual identity system and logo

    Realme introduces its new visual identity system and logo

    MUMBAI: Realme, the smartphone brand that specializes in providing high quality products for youth, launched its fully upgraded Brand Visual Identity system and Logo to provide a new visual experience and emotional connection with young consumers.

    The "R" logo in “Realme Yellow” designed by Eddie Opara, partner and chief designer at world-renowned design consultancy Pentagram, is an artistic and impactful representation of both the Realme brand identity and its vision of being ‘Proud to be Young’, which the brand hopes will become a symbol of youth culture around the world. Realme will be rolling out its upgraded brand image across all channels starting from today.

    The Brand Visual Identity upgrading comes as Realme is poised to make a strong entry into more markets around the world, where it will reach out to younger groups and accelerate growth. Very soon, Realme's new "R" logo and smartphones will launch across Southeast Asian markets including Malaysia, Thailand, Philippines, Cambodia, countries in South Asia, Middle East and North Africa. The new "R" logo will be a symbol of the brand’s powerful recognition of young people’s need for individualization and self-expression. It will differentiate Realme’s experience in offering smartphones and will become an icon for young people around the world.

    The new Visual Identity is a people-oriented design featuring original aspiration and absolute self-expression. Upgrading the new Visual Identity and Logo, the brand has adopted a more concise and universal letter shape, which was inspired by the observation of human behavior and actions when they are using smartphones. It is a combination of a human-figure and the uppercase “R”from “Realme” which conveys one of the brand’s design concept as being people-oriented.

    In the design, there are merged circles, squares and trianglesforming a nested uppercase “R” and lowercase “r” where the uppercase “R” signifies the original aspiration of “Realme” in providing the youth with quality products they need and lowercase “r” signifies young people’s true selves. This uniquenesting and blending design conveys Realme's vision of sharing pride in being young with young people, while the hidden arrows point to the deep connection between Realme and young groups and their direct goals as well as absolute strength of taking challenges.

    The upgraded Visual Identity system and Logo are all based on vibrant golden yellow. This specific color, called "Realme Yellow", represents power, style, modernity and youthfulness; as well as positive connotations in both Eastern and Western cultures, such as positivity, optimism, friendliness and emotional energy, wisdom, harmony, prosperity. The main auxiliary color, gray, represents professionalism, calmness, and inclusiveness;and will be used with other auxiliary colors including classic black and white, and a light gray tone, in Realme's overall brand Visual Identity.

    Showing his pleasure in rolling out the new Visual Identity, Realme CEO and founder Sky Li said, “As a global, youth-facing smart phone brand, Realme is continuing to introduce new products that feature stylish design and a powerfulperformance. At the same time, Realme hopes to create a symbol for young people through the new brand logo – one they can identify with, and where they see a visual symbol of their emotional identity and belonging,”

    “Realme's new brand visual identity system and logo will be key to providing self-expression and satisfaction for young people around the world:we define this as unique, trend-setting, self-loyalty, and personalized consumption that meets emotional needs." He added.

    Sharing his thoughts on the new Visual Identity launch, Realme India, Chief Executive Officer Madhav Sheth said, “As a young brand, Realme has witnessed a remarkable journey till now. We have always tried to connect with the youth of the nation by providing them the best of everything with ‘Power meets Style’ moto. We believe that the new logo will be a major tool in connecting with the youth going forward with it’s classic combination of vibrant colors and unique style.”

    Established in May 2018, Realme aims to provide young people around the world with smartphone products that combine powerful performance and stylish design. The brand gives young people experiences that integrate “technology” and “style” to recognize and satisfy their deep desires for personalization and self-expression. By November 2018, the half-year-old brand will expand its business to 7 countries in Asia. With 4 smartphone products launched globally, Realme is quickly building a strong following community among young consumers. The brand is set to become the fastest growing brand which has already made 3 million sales in total.

  • Sony launches ‘Project Resound’ season 2

    Sony launches ‘Project Resound’ season 2

    MUMBAI: After the phenomenal success of Project Resound which featured Kailash Kher and Shreya Ghoshal, Sony India is all set to take the mission forward in its next season. The campaign will help music enthusiasts discover a whole new dimension of music and experience the “purity of sound” that exists in each form of expression.

     

    Project Resound Season 2 will bring together four of India’s most popular and critically acclaimed musicians, like Nucleya & Benny Dayal, Midival Punditz & Kutle Khan, The Karsh Kale Collective and Pentagram who will collaborate to create four exceptional tracks. The campaign will help music enthusiasts across India to experience the rush of pure sound.

     

    Project Resound is Sony’s endeavor to inspire people to rise above and demand for better sound. Further, with the campaign the company reiterates its message to upgrade their ears to experience quality music with Sony headphones.

     

    To learn more about Project Resound and follow the latest updates on the premiere of its second season, log on to www.sony.co.in/upgradeyourears

  • Vh1, Nokia to create music video from ‘user generated content’

    Vh1, Nokia to create music video from ‘user generated content’

    MUMBAI: Vh1 and Nokia will partner to launch ‘Shot by You’ an initiative which will see the creation of a music video with ‘User-Generated-Content’.

    The music video for Indian contemporary rock band Pentagram’s single ‘Voice’ will be created using video clips sent in by Nokia consumers. This is bound to push ‘user interactivity’ into the mainstream media. The music video would be made for Pentagram’s latest album, ‘It’s OK. It’s All Good’.

    Commenting on the partnership, MTVN India managing director Amit Jain said, “This partnership with Nokia best exemplifies ‘Viacom Brand Solutions’, our approach that goes beyond traditional advertising or sponsorship and focuses on providing innovative marketing solutions to our key clients and brands.”

    He further added, “We’re happy that in Nokia we’ve found a partner who is willing to take the leap of faith and associate itself with a ground breaking concept that takes their approach of ‘connecting people’ even further.”

    Nokia consumers are invited to listen to the latest track by Pentagram – ‘Voice’ posted online on www.nokia.co.in, and use their camera phones or video recording devices to shoot video footage that they believe is most appropriate for the sound track and send them to Vh1. The most relevant of the video clips would be selected and integrated by Vh1 to create the music video, which will be launched exclusively on Vh1 in March 2007.

    Starting February, Vh1 and Nokia will launch a nation-wide campaign to promote the concept across multiple platforms. The promos of the concept will be seen on Vh1, followed by multi-city ground activation.

    Talking about the Nokia initiative Nokia India director marketing Devinder Kishore said “Nokia’s association with VH1 is an extension of our ‘Music Connects’ theme, aimed at giving young talent an opportunity to express their creativity with the fusion of music and technology “.

    Kishore further added, “With the power of mobility, music enthusiasts will surely have an interesting experience by capturing, sharing and editing their interpretations and creating a video of Pentagram’s chart topping soundtrack.”

    Lead singer of Pentagram Vishal Dadlani says, “It’s a great way to get our people directly involved with the music, and also, hopefully, to include a wider-than-usual audience. So many thanks to both Nokia and Vh1.”
     

  • Vh1 brings music festival ‘Vh1 Rock Rules’ from 18 May

    Vh1 brings music festival ‘Vh1 Rock Rules’ from 18 May

    MUMBAI: MTV Networks’ international music and lifestyle channel – Vh1, will be rolling out an international music fiesta with Vh1 Rock Rules, featuring three international bands and 12 local bands.

    The music fiesta will begin 18 May and culminate on 3 June in Mumbai, Delhi and Bangalore.
    Apart from the who’s who of Indian rock, the 15-band line-up stars three international bands – Haven (UK), Empire Dogs (Sweden) and a finale from the Aussie band Taxiride.

    While, on the national front, the rock acts includes – Pentagram, Parikrama, Helga’s Fun Castle, Them Clones, Oritus, Nakshatra, Synaps, Parousia, Lounge Piranha, Vayu, Level 9 and Messiah.

    On 18 May, Haven and Helga’s Fun Castle will perform, followed by Empire Dogs and Vayu on 25 May and finally Taxiride and Pentagram will perform on 1 June in Mumbai at Velocity.
    In Delhi, Haven, Nakshatra and Them Clones will perform on 20 May, followed by Empire Dogs, Parikrama and Oritus on 27 May and finally on 3 June Taxiride, Level 9 and Messiah will perform at Elevate.

    On 2 June, Taxiride, Synaps, Parousia and Lounge Piranha will perform in Bangalore at Palace Grounds.

    Last year, Vh1 held Vh1 Hip Hop Hustle, wherein the channel brought in hip hop band Flipsyde as well as two international DJs Noname and Mentat. While the event was restricted to Delhi and Mumbai, Vh1 has now added Bangalore to the tour rock map.

    Vh1 India VP and general manager Keertan Adyanthaya said, “Vh1 Rock Rules is slated to delight rock fanatics in India. We are not only bringing fresh new international talent to India but also providing a platform for Indian rock bands to reach their fans. It’s a clear indication that India is now on the world tour map and Vh1 is playing a major role in fostering this phenomenon.”