My Nation My Anthem!
Talenthouse India, a part of Reliance Entertainment, conceptualized the ‘My Nation My Anthem’ campaign with a vision to create the youth’s interpretation of the Rabindranath Tagore’s iconic Jana Gana Mana. The three month long campaign, which commenced on the 26th January 2013 to commemorate India’s Republic Day connected with over 10 million Indians. With an objective to recreate the national anthem that the country’s youth could identify with, the campaign strategically used major online social networking sites like Facebook, Twitter YouTube, etc. to reach out to this vital target audience. Offering an opportunity to budding artists across creative genres, My Nation My Anthem received more than 400 interpretations of the National Anthem. Using Bollywood’s influence on the youth, Talenthouse India roped in Bollywood's ace director and maker of super hit Vicky Donor, Shoojit Sircar to supervise the winning artist and help them produce content that is on par with the industry standards. The campaign gained huge momentum with the support of Akshay Kumar who was present to witness the unveiling of the winning entries and felicitate the winners. Talenthouse created two unique versions of the National Anthem one capturing the reverence Indians have for the anthem while going about their daily lives and the other with kids dressed up as our famous freedom fighters. Akshay says, “My clear favourite is the National Anthem film featuring kids as I liked the concept of forgotten heroes brought to life by little children.”
- Dharmishtha Dagia
