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<ul><li>Mi India brightens the season with its unique festive campaign celebrating Diwali and Durga Puja.</li><li>Collaborates with musicians like <keyword id="3345" type="PERSON" weightage="20" keywordseo="Baba-Sehgal">Baba Sehgal</keyword> and Rupam Islam to create music as a part of festivities this year.</li></ul>Manu Kumar Jain is probably the coolest Managing Director we have seen. In Xiaomi’s latest Diwali campaign, the MD danced to the tune of Baba Sehgal. Celebrating the festive season this year, Mi India has announced a series of music videos for ‘Diwali with Mi’ and Durga Puja celebrations. For the festivities, the brand has partnered with leading digital celebrities such as Aparshakti Khurana, <keyword id="2012303" type="PERSON" weightage="20" keywordseo="Kenny-Sebastian">Kenny Sebastian</keyword>, Radhika Madan, Regina Cassandra, Namit Das, Angira Dhar &amp; Anindita Bose for their digital film. The brand has also partnered with musicians such as Baba Sehgal and Rupam Islam to launch new soundtracks imbibing the festive mood. These partnerships aim to bring out the quintessential spirit that brings everyone together despite the social distances this festive season. Commenting on the digital film campaign, Sumit Sonal, Marketing Lead, Mi India, said, “Festivities during this time of the year in India are celebrated with great pride and enthusiasm and we at Mi India are proud to be a part of the same celebration through our digital films and songs. These music videos and films are aligned to our thought of reviving the festive vibe and creating a unique experience for our users.” Speaking on the partnership, Sandeep KS, Associate Director, Marketing Lead Redmi India, said “Baba Sehgal emerged as one of the voices of the lockdown with his catchy &amp; super positive music. We wanted an unique way of product integration not losing out on the entertainment quotient, he collaborated beautifully. The outcome is there for everybody to see, listen &amp; enjoy. This #DiwaliWithMi campaign perfectly fits the festive shopping narrative &amp; is our way of asking our consumers to join in the celebration. Talking on the partnership, Baba Segal, Indian Composer &amp; Rapper added that, “I had an amazing time creating this Diwali track for Mi and am super glad that the song has already gone viral. The song has been shot like a music video and the brand integration has been done beautifully and I have seen people actually grooving to the beat and singing Diwali With Mi.” “Xiaomi leads innovation in the technology space and our campaigns for them have always pushed the boundaries around making technology truly relatable, fun and memorable for the Mi Fans. It's been a pretty straightforward brief for us in that sense, #BreakTheInternet. And we've been able to deliver this through our content for 2 consecutive years now. This could only happen when there's equal passion and excitement to do something different. Our work for #DiwaliWithMi 2020 with Baba Sehgal is a testament to that,” says the brand’s digital film agency, Sushant Vithaldas, Business Head, Schbang Bangalore. Diwali with Mi Ft Baba Sehgal: The music video features popular Indian rapper &amp; composer Baba Sehgal for #DiwaliWithMi campaign, that marks the beginning of the brand's festive season. The entertainment video features all the great offers on Mi and Redmi products that consumers can avail this Diwali. Iconic in his groovy self, Baba Sehgal is seen in his trademark avatar busting rhymes along ‘iss saal ka sabse bada sale and celebrating Diwali with Mi.The music video also hopes to elevate the fun and excitement around this season pushing Mi Fans to embrace their festive spirits. The rap creates a tune that is fun, catchy and also shares details of the various offers available on devices like the Redmi Note 9 Pro, Mi 10, Mi TV, Redmi 9A and Redmi Earbuds 2C. <div type="Youtube" id="kqIY9G036Eo" title="Iss Saal Ka Sabse Bada Sale! #DiwaliWithMi ft. Baba Sehgal" thumbUrl="https://i.ytimg.com/vi/kqIY9G036Eo/mqdefault.jpg"></div> Mi India Brand Video: Mi India also released the Diwali brand video in partnership with dynamic bollywood celebrities host of young, digital-first influencers across the country aiming to reflect diversity of brands' audiences. Capturing the hearts of Mi Fans and consumers, the film depicts the resilient spirit of the celebration. The film ‘Diwali ko Happy banake rahenge’ brings light to the small moments that make Diwali special for everyone and how technology has eased the way to celebrate this festival with our loved ones even in these current times. <div type="Youtube" id="fEoy9YQYXK0" title="Diwali ko Happy banake rahenge | #DiwaliWithMi" thumbUrl="https://i.ytimg.com/vi/fEoy9YQYXK0/mqdefault.jpg"></div> The biggest Rap Battle this year: Manu Jain v/s Baba Sehgal For the third piece of communication the brand organized a fun rap battle song between Manu Kumar Jain, Managing Director, Mi India and Baba Sehgal. The video hosts the entrepreneur legend and the rap legend battle showcasing the young, innovative and fun spirit that makes up Mi India. The duo highlighted Mi India's style of marketing through their rap by leveraging social media to the fullest even if the top boss has to crack a quirky rap number and dance it out. <div type="Youtube" id="h0RHhgAcVXM" title="Double Dhamaka ft. Baba, Manu-J, Lil Pataka &amp; Robomatic" thumbUrl="https://i.ytimg.com/vi/h0RHhgAcVXM/mqdefault.jpg"></div> Durga Pooja with Rupam Islam Building on last year's successful reception, the brand collaborated once again this year with popular singer Rupam Islam in Kolkata to create 2020’s new ‘Amar Pujo’. Reinvigorating the festival spirit, the song celebrates unity and togetherness despite all the limitations &amp; restrictions this year. The launch of its sequel digital music video celebrates the essence of festivity and takes users back to the memory lane when they used to gather and celebrate puja with friends and families. It further gives hope for a new and better day by overcoming the current pandemic and reconnecting freely with their loved ones as they are all with each other in spirit. <div type="Youtube" id="F6agqOJ5gE0" title="Mi Amaar Pujo | Xiaomi West Bengal | Rupam Islam | Durga Pujo 2020" thumbUrl="https://i.ytimg.com/vi/F6agqOJ5gE0/mqdefault.jpg"></div>

When Xiaomi's Managing Director Manu Kumar Jain danced, dabbed and rapped to the tune of Baba Sehgal

<ul><li>Baba Sehgal has sent an organic ‘audition’ tape to CRED. </li><li>The rap star has 210.7k followers on Twitter and 270k on Instagram.</li></ul>After Bappi Lahiri’s ‘Download CRED, Baby’ earworm, 90’s desi rap star Harjeet Singh aka Baba Sehgal, has made an audition tape for CRED. <div type="twitter" handle="OnlyBabaSehgal" handlename="Baba Sehgal" image="http://pbs.twimg.com/profile_images/1294720746682343424/IWZXQQ6R_normal.jpg" favoritecount="1699" retweetcount="144" status="My audition tape for @CRED_club. Hope you guys are still looking🙏 https://t.co/zpKWDOdRZJ" createdat="1601996065000" id="1313492814798483457"></div> <keyword id="192201" type="PERSON" weightage="20" keywordseo="Kunal-Shah">Kunal Shah</keyword>, Founder of CRED, is ‘Ded’ and so are we. <div type="twitter" handle="kunalb11" handlename="Kunal Shah" image="http://pbs.twimg.com/profile_images/1190747917998546944/D3U5FNa7_normal.jpg" favoritecount="1987" retweetcount="63" status="Ded. https://t.co/mVjHK4llal" createdat="1602003559000" id="1313524247734747136"></div> Freakishly enough, a Twitter user had predicted it already. <div type="twitter" handle="nikhiljoisr" handlename="Nikhil Jois" image="http://pbs.twimg.com/profile_images/1156800740972589056/AvHd6Ygu_normal.jpg" favoritecount="960" retweetcount="29" status="Some day soon, CRED will release an ad featuring Baba Sehgal. The Internet will break." createdat="1601368640000" id="1310861205641158658"></div> And no, CRED did not make it happen. We checked. The reason we believe them is because the format of the advertisement is completely different than CRED’s ‘Not everyone gets it’ IPL series. While Shah has retweeted it, the official CRED handle hasn't shared it yet. Even as per their press statement released on September 19, the campaign was supposed to include only three ad films. So far, they have ‘auditioned’ and rejected iconic celebrities from the 90’s like Anil Kapoor, Madhuri Dixit Nene and Bappi Lahiri. What has helped the CRED series become so popular is because we haven't seen celebrities taking a dig at themselves. Self-deprecating comedy is like a fresh breath of air in India. It also easily breaks the clutter by not featuring a cricket celebrity. Not only the stars, the brand is making fun of its first-major ad campaign, too. Its YouTube caption read, “One thing is clear though: we are not in the ad making business, we are in the credit card business. Unfortunately, this means that the making of our first major ad continues. Till then a voiceover will have to do.” CRED has struck a three-year deal with <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> and is a first-time sponsor. Its campaign has been touted to be the best IPL campaign of the season so far. A lot of people have been talking about the dearth of quality ads that stand out or that have created an impact this year but CRED is still the talk of the town. <div type="twitter" handle="anubhavsinha" handlename="Anubhav Sinha" image="http://pbs.twimg.com/profile_images/1297501233310138368/6ehw_DUO_normal.jpg" favoritecount="2877" retweetcount="142" status="Who has Directed the Dream11 commercials? Very nice and all the cricketers are acting so well. @agracadabra" createdat="1600876574000" id="1308797330389229568"></div><div type="twitter" handle="agracadabra" handlename="Sonal Dabral 🎬🖋🎙" image="http://pbs.twimg.com/profile_images/922880899221475330/mZQAYPFy_normal.jpg" favoritecount="37" retweetcount="0" status="@anubhavsinha Prasoon Pandey directed these. True. Love the way they’ve been done." createdat="1600878053000" id="1308803531688701952"></div><div type="twitter" handle="SandipTarkas" handlename="Sandip Tarkas" image="http://pbs.twimg.com/profile_images/822202871/ST_normal.jpg" favoritecount="1" retweetcount="0" status="@agracadabra @anubhavsinha Easily the best of this IPL so far. Liked the phone pe one as well but then that disclai… https://t.co/1tGbCW4eiE" createdat="1600878534000" id="1308805551355097088"></div> With free publicity from a star like Baba Sehgal, will CRED trend again on Twitter? Only time will tell. <div type="Article" hostid="261" msid="78106608" title="IPL 2020: How first-time sponsor CRED plans to make the most of its IPL association" mstype="2" mssubtype="0"></div> <div type="Article" hostid="261" msid="78230307" title="Watch Anil Kapoor 'audition' for CRED's first campaign to be aired during IPL" mstype="2" mssubtype="0"></div>

Baba Sehgal is the latest 90’s star to 'audition' for CRED, but was it a paid activity? Here is the answer

By Manik Gupta New Delhi, Apr 6 () Maria sits in an Alpine meadow, guitar in hand and the Von Trapp children around her as she strums a tune. And no, this is not the "Sound of Music" with the much loved governess teaching "Do-Re-Mi" to her wards but giving lessons on the A-B-C of how to deal with COVID-19. The colour is sepia, the mood nostalgic but the tone urgent as Maria (Julie Andrews) croons, "Let's start at the very beginning, a sore throat, a cough in Wuhan", and goes on to talk about how the pandemic progressed and the necessity of social isolation – all to verse and the tune of the all-time favourite song.The 'corona cover' of the famous song was shared on YouTube by Shirley Serban from New Zealand who captioned it "Sound of a Pandemic", reportedly garnering millions of views. Back home in India, artists, amateur and professional, are joining the global chorus, sharpening their creative edge as they bring out covers and originals on the pandemic.Rap, spiritual, soft, parody, Punjabi folk and even 'cringe pop', different genres of music are synchronising chords to reach out to people through YouTube and social media channels. There's a ready audience. India has been under a three-week lockdown since March 24 and millions are confined to their homes to contain the spread of the disease that has infected more than 4,400 people and claimed at least 114 lives. Funny, informative and sometimes plain silly, the songs are sending out their message in different languages.Indie band Friends of Linger frontman Sharif D Rangnekar has put out an original composition on social media. Titled "I will see you on the other side", the song is aimed at giving hope to quarantined souls."The news of coronavirus outbreak got me all worked up and paranoid. And I was in this mode that no matter what we have to come out of this. So one day while sitting at my home, I had this tune in my head, I did the basic instrumentation, and recorded the song in one go -- two hour maximum," Rangnekar told . "The song is basically me telling myself, and others, that we will overcome this. We just need to hang in there and do the basics right -- like washing hands and not going out," he explained.Veteran singer Narendra Chanchal has sung a 'bhajan' on the pandemic.Topping the popularity charts is his 'bhajan' "Kitho aaya corona? (Where did corona come from)"."Dengue vi aaya, Swine Flu vi aaya. Chickunguniya ne shor machaya. Khabre ki-ki ho na ... O, Kitthon aaya corona? Maiya Ji, Kitthon aaya corona? (There was dengue, there was swine flu. Chikungunya created some noise, too. All of it made news, but where did corona come from? Tell us dear lord)," are the lyrics of the hit song in Punjabi.The song is from a religious gathering in Paharganj in Delhi.A group of women singers in Rajasthan sent out the same message through a four-minute video. "Corona bhag ja, Bharat me tharo kain kam re, Corona bhag ja," are the opening lines of the song in Rajasthani. Rapper and musician Baba Sehgal, who initially decided not to write a song on the outbreak as it was a "sensitive" issue, gave in to the temptation after he saw Prince Charles doing the traditional Indian greeting 'Namaste' on TV.The 54-year-old rapper is now out with not one but two songs on the coronavirus.His songs, "Namaste" and "Rab Rakha", promotes "self-isolation", "vegetarian food" and urges people to stay home and not break the chain. It also requests everyone to adopt the Indian salutation to greet each other to protect themselves against the highly contagious virus.Prince Charles,71, who tested positive on March 25, has recovered from the disease. 'Cringe pop' star Dhinchak Pooja, an internet sensation, is also taking on the virus with her song "Hoga Na Corona". The song is loaded with all the dos' and don'ts' one needs to know to spread the contain of coronavirus.The video, which has already garnered over millions of views, shows Dhinchak Pooja surrounded by a group of men and women dressed as doctors and with masks dancing out-of-sync."Hoga na corona, haath tu dhona, jaldi se sona , time na khona. Tension tum lo na, babu ho ya sona, baad mein na rona, mazaak mein na lo na (You won't catch corona if you wash your hands, sleep early and don't waste time. Don't take tension, whether you are babu or sona, don't cry later, don't take corona lightly)," go the lyrics. Joining the bandwagon is comedienne Jamie Lever who asks pertinent questions through her song, aptly titled "Why this Corona?" sung on the tune of Dhanush's superhit "Why this Kolaveri di?"The song, which starts with Jamie coughing and ends with her sneezing, gets into the dos and don'ts of how to protect yourself from the infection -- mask, hand sanitiser and gloves.There is a deluge of such parody songs, all inspired from hit songs like "Patiala Peg" by Punjabi singer and actor Daljit Dosanjh or "Suno Na" by Abhijeet Bhattacharya.The re-created Punjabi song underscores the importance of washing hands and maintaining distance from those who are suffering from cold and cough with these lyrics: "Corona ne ki pange pate, ghar te saare log baithate (Corona made us all sit at home), for instance, or "Parey Ho Ke Khang Soneya Evey Kar Na Devi Corona"( Go away and cough, else you'll infect me also).Some musicians are looking at societal issues like communal harmony too.Aspiring singer Tejas Ghambir has rehashed a Bollywood song, from superstar Shah Rukh Khan starrer "Chalte Chalte", to make his point. "Ab kahan hai woh saare Hindu or Musalman, jab jaan pe aayi toh dar raha har insan. Dekh lo aur kuch to samjho na corona corona oh corona, ab toh Hindu Muslim band karo na," (Where are all those Hindus and Muslims in these times of coronavirus. Everyone is scared when one's own live is at stake. Please let us understand this now and stop this Hindu-Muslim for once and all)," are the last lines of the song. MG MIN MINMIN

Joining the corona 'band' wagon -- from Chanchal's 'Kitho Aaya' to Dhinchak's 'Hoga Na'

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When Xiaomi's Managing Director Manu Kumar Jain danced, dabbed and rapped to the tune of Baba Sehgal

BI India Partner

Baba Sehgal is the latest 90’s star to 'audition' for CRED, but was it a paid activity? Here is the answer

Karuna Sharma

Joining the corona 'band' wagon -- from Chanchal's 'Kitho Aaya' to Dhinchak's 'Hoga Na'

PTI

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