Sony unveils Project Resound campaign

01 Aug,2014

By A Correspondent


In its second season, Sony Headphones has announced Project Resound campaign that highlights the many expressions of pure music. Taking the generation M of music lovers to the next level, the campaign sends out a clear message – that the many genre of music finds its truest expression in purity; and hence a need to hear sound the way it’s meant to be, on great quality headphones.


The campaign “Upgrade your ears” kicked off with Kailash Kher and Shreya Ghoshal in Season 1, where the two greats came together to create a love ballad that was aired in the first ever web concert, last year.


Season 2 saw four new generation artists creating musical masterpieces that unveiled the many faces of pure music.


Sonia Sundaram, Senior Creative Director, OgilvyOne Worldwide said, “Music can have any expression or language, but its etymology rests in one word – purity. The essence of world music today, echoes the pure ragas that India gave to the world centuries ago. You can change the face, not the essence.”


The Project Resound puts purity above everything else. This generation of music lovers are restless, free-spirited and fanatical in their choice of music. But they seem to be lacking the ability to distinguish between sound and noise.


Project Resound Season 2 has a good line-up of artists that bring in different flavours in their inimitable style. It rolled out with Tamil Street music with Benny Dayal and Nucleya, meandered into the haunting melodies of Sufi Electronica with Karsh Kale, moved into the earthy sand dunes of Rajasthani folk fusion and continues to upgrade sensibilities with head banging hard metal from Pentagram.


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