MUMBAI: Liquor major Diageo plans to promote the electronica music scene of India in a big way to kick-start its Life is Calling, Be There… campaign.
Smirnoff’s creative team has scoured the deepest corners of the internet and trawled through every late night music venue in the country to find India’s hottest acts, says the company.
The result of their exhaustive… search can be seen from February 2010 on the Smirnoff website – www.smirnoff.co.in.
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The Smirnoff site will now feature a growing selection of India’s most promising up-and-coming electronica stars alongside their international counterparts.
Dance sensations, Shaa’ir + Func and DJ Nawed, will be the first local acts featured on the site in videos ranging from grooving, high-energy live performances of their favourite songs to candid, behind-the-scenes interviews.
Speaking on the launch of the Smirnoff Life is Calling, Be There initiative, Diageo India Executive Director – Marketing & Innovation Santosh Kanekar says, Smirnoff wants to become the go-to-point for discovering new, fresh and exciting electronica music in India. This initiative marks a special, long-term commitment by our company to back the local scene and the freshest young artists by exposing their music to thousands of Indian electronica fans. We already have amazing talent on our site in Shaa’ir + Func and Jalebee Cartel….
With each video on the site shot exclusively for Smirnoff’s Life is Calling, Be There campaign, music fans can get an insight into the local electronica scene. They can also interact with a host of features, such as the Be There!… quiz and site discussion boards where users can share stories of their own original moments and incredible journeys….
Smirnoff has been promoting electronica music through various events and Smirnoff experience parties for a number of years. Both international and local musicians have been invited to play at Smirnoff’s now legendary parties. The Life is Calling, Be There campaign follows on from earlier Smirnoff initiatives in the Indian electronic scene where artists like John Digweed, Ferry Corsten, Shiva Sound System, Nikhil Chinappa, Jalebee Cartel and many more have performed.
