The core concept of the campaign revolves around orchestrating an unexpected convergence of diverse aesthetics, creating a unique product that remains deeply rooted in its heritage.

In addressing this idea, the primary challenge was navigating the selection of music genres and corresponding bands. The goal was to bring together two contrasting musical worlds, each with its own distinct identity, to compose a harmonious piece. In line with the juxtaposition of old and new, the ideal combination featured a fusion of Sufi music, representing classical Indian traditions, and contemporary rock, infusing a modern edge.

Kabir Café and Girish and the Chronicles emerged as the perfect musical collaborators, each contributing unique sounds in both instrumentation and vocals.

Keeping true to the tagline, “When Ronins meet, #Unscripted happens.”

The creation of the track began with the selection of the 2 distinct bands and genres which would allow us to blend classical instrumentation accentuated by contemporary rock instruments which creates a sonic confluence and creates its own unique sound.

Kabir Café and Girish and the Chronicles emerged as the perfect musical counterparts, each contributing unique sounds in both instrumentation and vocals. Balancing these distinct elements became a refined art, ensuring a smooth integration in the final musical creation.

It was a truly collaborative process where the bands, the music composer and the director thoroughly contributed to the lyrics, instrumentation and the melody.

The track not only satisfies the journey but also seamlessly integrates the brand communication and the product.