Singapore Tourism Board partners with Vh1 for the first-ever English music video by an International tourism board in India
The Singapore Tourism Board (STB) has added a first to its repertoire of promotional activities in India. The Board has partnered with popular music channel, Vh1 India, to launch a music video titled ‘Unstoppable’ featuring both Indian and Singaporean talents. This makes the STB the first tourism board to come out with its own, cross-border collaborative English music video.
India is a key traveller source market for Singapore and moved up a spot to become its third largest visitor-arrival contributor in 2017. Singapore remains a top-of-mind destination for family holidays and STB’s promotional efforts continue to present the country’s diverse and exciting experiences to the Indian family audiences. With an estimated 65% of India’s population being 35 years and under with strong disposable income and increasingly travelling overseas, STB recognizes the importance of reaching out to them. These young adults or working millennials seek immersive, unique and local experiences and Singapore presents a plethora of options.
STB has continuously engaged the different audiences across India through innovative marketing activities, for instance a Bollywood association with Dharma Productions for “Badrinath ki Dulhania” promotions with Paytm, a consumer-facing mall activation in Bangalore and the unique Singapore Weekender with St+art India at Sassoon Docks, Mumbai in November 2017. With this music video, STB forays into a different public space: the world of English music, pop culture and entertainment to connect with the young Indians, who are more adventurous and seek lifestyle experiences when travelling.
‘Unstoppable’, as the title suggests, urges viewers to evoke their experience-and-discover spirit by pursuing and living up their passions. GRAMMY Award-nominated Indian-American rapper, singer and songwriter Raja Kumari, the Chemical Brothers of India ‘Midival Punditz’ and popular Singaporean B-Boying crew ‘Radikal Forze’ have come together to pool their unique talents and common passion for creativity, music, sounds, dance and entertaining audiences. Their artistic collaboration is well in tune with Singapore’s new brand identity – Passion Made Possible.
The music video and complementary behind-the-scenes videos have been shot against stunning architectural backdrops, lush parks and renowned attractions in Singapore. Prior to the filming of the video, Raja Kumari and Midival Punditz explored the city and visited popular landmarks like Gardens By The Bay, the Esplanade, Haji Lane, Orchard Road and Buddha Tooth Relic temple in China Town. For Rajakumari, it was her first trip to Singapore and she was impressed with what the city had to offer. Her experiences inspired her to pen the lyrics urging people to pursue and achieve their dreams. Musical arrangements, incorporating sounds of daily life, like trains and tea-lady, recorded in Singapore were done by Midival Punditz. Rounding off the collaboration was Radikal Forze who danced to the beat and vibes of the song.
Apart from the main music video, audiences will be treated to four behind-the-scenes videos that include conversations with the artistes about their experiences in making this unique project possible. Directed by Ms. Shai, the video also features Ms. Tan Wei Tian who is the youngest opera singer in Singapore and Mr. Mark Ong, a leading Singaporean sneaker designer who has added a personalized touch to the video by showcasing his quirky artwork on sneakers.
Speaking on this unique innovative musical association, GB Srithar, Regional Director – South Asia, Middle East & Africa (SAMEA), Singapore Tourism Board stated, “We were looking out for a unique and exciting way of presenting Singapore to the young Indian audiences and grow their emotional affinity to the city. A cross-border musical collaboration, in line with our brand “Passion Made Possible”, sounded just like the right thing to do. We are happy to have partnered with Vh1 India, Raja Kumari, Midival Punditz and Radikal Forze on this innovative music video ‘Unstoppable’. Through the video, audiences will discover both familiar and different aspects of Singapore. The city offers many layers of experiences that the young travellers will enjoy and we welcome them to discover these for themselves.”
Ferzad Palia, Head - Youth, Music & English Entertainment, Viacom18 Media Pvt. Ltd. said, “Our association with Singapore Tourism Board reflects the essence and vibrance of Singapore as a destination. We are happy to have on-board Raja Kumari, and Midival Punditz and Radikal Forze who have weaved in their creative finesse into Unstoppable. Vh1 India taps into the changing entertainment preferences of the millennials and MTV has always been at the core of all things music, this music video reinstates both the brands’ belief in the transcending power of music and how getting the right people to co-create can fuel it to the best.”
Raja Kumari who has written and sung the song says, “It’s so rewarding when music travels across countries and cultures. Experiencing Singapore and collaborating with the Midival Punditz and Radikal Forze was an eye opening and grand experience. We tried to capture the colors and sounds of the city with this track. I hope you enjoy Unstoppable as much as we enjoyed making it.”
Midival Punditz who has composed the music for the video says, “We had a fabulous time collaborating with Raja Kumari and Radikal Forze on this track. Working with such a very talented artiste who is so easy going and Radikal Forze’s simple, yet expressive choreography is what helped make this video awesome. Working with Vh1 to create this track just added to all the fun. The track is inspired by our time together in this really progressive and fast moving to a new city, Singapore. So, all the dots connected very smoothly and that’s quite apparent in the vibe of the track.”
Felix from Radikal Forze, popular Singaporean B-Boying crew commented, “This project showed the possibilities of cross-border collaborations across the different cultures of Singapore & India through dance & music via the works of Radikal Forze, Raja Kumari, Midival Punditz, MTV India & Vh1 India!”