MUMBAI: Today, Lenovo-MTV CO:LAB announced Karan Bedi, Sparsh Gulati, Arijit Nandi and Shambhu Kumar as the faces behind the four champion Lenovo-MTV CO:LAB submissions from India. Selected from 212 registered projects, these final four country winners represent the most creative Indian talent across the four creative categories: DJs, vocalists/instrumentalists, film makers and motion graphic artists.
The four India-based frontrunners emerged from a highly competitive field based on their exceptional portrayal of the theme ‘Pulse of Your City’. Shambhu Kumar’s animation reflected the progress of Delhi in a minute, while Arijit Nandi’s project used a combination of camera close-ups and varying filters to convey Kolkata as a bustling city that seeks progress and growth. Similarly, Sparsh Gulati’s soulful music romances the true nature of Delhi, at the same time, Karan Bedi’s melodious guitar tunes lighten and brighten the atmosphere.
Each submission was determined based on public voting which took place from 1-9 May, and local mentor assessment. Lenovo-MTV CO:LAB local mentors Nikhil Chinapa, assessed each of the project submissions for their creativity and originality (35%), craft and skill (35%), relevance to the theme (20%) and WOW factor (10%).
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Lenovo India director consumer business Shailendra Katyal said, “Lenovo-MTV CO:LAB was built to empower Millennials who don’t just dream about their goals, but provide them a high-profile, regional platform to take action to make their dreams a reality. We are proud to have achieved this objective, as evident from so many outstanding creative projects that were submitted during the course of the campaign, and to be able to give them exposure on a global platform. We look forward to seeing who will go on to become the final global champions.”
The four winners from India will join a pool of 28 country winners in total across the seven participating Lenovo-MTV CO:LAB countries – India, Japan, Indonesia, Malaysia, Philippines, Singapore and Thailand – out of which only four will be selected as the final regional champions.
The final four regional champions will be announced on 17 May, where regional mentors including acclaimed contemporary design and art collective, PHUNK and renowned international DJs, Brendon P (The DJ Dispensary) and Matty Wainwright (The DJ Dispensary), will select one Lenovo-MTV project winner from each creative category. The final four regional champions will be awarded US$10,000 and a trip to Singapore to participate in a five-day workshop. In the six weeks leading up to the workshop, the regional mentors will coach and collaborate with the champions to start work to produce an exclusive MTV music video to the theme ‘Pulse of the World’. During the workshop the mentors will work closely with the winners, providing guidance on the finer aspects of the production as they complete the music video.
Viacom International Media Networks Asia vice president MTV and Comedy Central Tan Sian Ju said, “Lenovo-MTV CO:LAB has been a fantastic collaboration. We anticipated great talent from our Millennial audience across Asia Pacific to surface through the campaign, but the submissions have surpassed our expectations. Lenovo-MTV CO:LAB reflects our continued vision to promote local cultural tastes and showcase music talents. The campaign is proof that when content meets technology, the result is a creative experience beyond our imagination.”
Lenovo-MTV CO:LAB is an integrated social platform that enables Millennials from across seven countries in Asia Pacific, to share stories about their communities through music. The projects submitted in the first phase were based on the theme ‘Pulse of the City’.
Leveraging the resources provided by Lenovo and MTV, the competition empowers the most progressive, creative and talented Millennials from India to connect and collaborate with likeminded individuals who do not just dream about accomplishing their goals but go out there and do.
