‘BotHard’ – an AI-powered rapper, a state-of-the-art creative bot. Combining artificial intelligence and the rhyming sensibilities of hip-hop music, the revolutionary campaign offers a unique tech innovation and consumer engagement experience for fans of the genre and India’s first-ever hip-hop reality show.

Conceptualised by DDB Mudra Group for the iconic MTV show, BotHard breaks new ground across music, entertainment, and technology.

The name ‘BotHard’ stems from the colloquially used Indian phrase “Bohot Hard,” which refers to a rap song or rhyme that is acknowledged as exceptional in the rap community. The inception of BotHard underscores how real human talent in the musical genre of rapping remains unrivalled – with skill, practice, and the finer nuances of musicality, technique, and performance. The stage of Realme MTV Hustle 2.0, co-powered by Wild Stone’s new classic range, and produced by Fremantle Media, has been grooming raw talent into industry-ready professionals since its premiere. Complementing this objective, DDB Mudra Group and MTV India created ‘BotHard’, successfully accentuating the power and potential of such talent rooted in the creative liberty and individualistic identity that Rap History boasts of.

The bot was brought to life with the GPT3 platform and was specially trained to find the rhyme structures of popular rappers. Built with a tech-first creative approach, the AI also learns and develops its ‘rap-game’ with each interaction over time. This smart technology has caught the attention of the young, tech-savvy audience. BotHard is on Instagram as @bothard.raps, WhatsApp, Google Voice, and Alexa, reaching audiences on a multiplatform scale.

Speaking on the initiative, Anshul Ailawadi, Head – Youth, Music, and English Entertainment Cluster at Viacom18, said, “MTV has always been about bold visions and big moves. ‘BotHard’ is an example of disruptive, transmedia storytelling that complements the raison d’être for Realme MTV Hustle 2.0. With this initiative, we hope to redefine the consumer experience for our Gen-Z and millennial fans.”

Utsav Chaudhuri, Marketing Head – Youth, Music, and English Entertainment, Viacom18, said, “At MTV, we focus on strategic and innovative experiences across multiple youth touch-points. We are at the cusp of exciting possibilities with AI to drive narratives, recall value, and immersive consumer engagement. With the confluence of avant-garde technology and a multi-platform approach, we developed ‘BotHard’, a first-of-its-kind AI-powered rapper, to further put the spotlight on real, unmatched talent curated by Realme MTV Hustle 2.0.”

Speaking on the campaign, Rahul Mathew, Chief Creative Officer, DDB Mudra Group, said, “While this idea is built on cutting-edge technology, the most exciting part for us was how true it had to stay to hip-hop culture for it to be accepted by the audience. “It lives at the right intersection of culture, creativity, and technology.”

The AI-powered rapper challenged some of the biggest names in the industry, across the globe. The bot also made an appearance on the show, battling the talent on Realme MTV Hustle 2.0. BotHard has piqued the curiosity of fans and audiences alike, who can challenge the bot to bust a rhyme (pun intended) on any word!

Spotify’s engagement levels are 23% higher than any other medium. Yet digital audio advertising earns under 2% of the total media spend. To kick start a conversation amongst key marketing decision-makers, A Song for Every CMO demonstrated Spotify’s targeting capabilities, using original songs written by leveraging Spotify’s data and dedicated to the world’s top CMO’s. It led to unprecedented results: 75% year-on-year growth and $ 1 billion in ad revenue for the first time, making 2021 the best year in Spotify’s Advertising history. It even inspired other CMOs to request songs of their own.

Credits
Agency Network: FCB
Holding Company: Interpublic Group
Production Company: Watt White Music, Maplewood
Advertiser Brand: Spotify/Spotify Advertising, New York

 

 
The sobering reality is that women produce less than 2% of mainstream music. The alarming statistic from the 2018 Annenberg Initiative study is the focus for The Recording Academy to bring awareness to this issue and how they’re working to solve the problem with #WomenintheMix. This initiative started in February 2019, focusing on getting more women into producing and engineering roles.

In a simple, stripped-down film, a fifty woman-strong, the all-female choir performs an all-new choral arrangement of Alicia Keys’ single “Underdog.” One by one, they sit down and stop singing until only one woman—(2% of the 50) remains. With this inspiring message and a creative and production team of almost all women – we knew we had the power to make a film that could bring recognition to this gap in professional inclusion.

Credits
Client: The Recording Academy
Agency: TBWA\Chiat\Day Los Angeles
Production Company: Radical Media
Tags: Annenberg Inclusion Initiative, Women in Music,
women in music industry, Equality

Idea
Based on this insight, we brought to life the popular Spanish saying ‘arrimar el hombro’, ‘stand shoulder to shoulder in English, as a visual metaphor to symbolise how society helps each other during difficult times.
IKEA wanted to celebrate those who came together and united, whilst drawing inspiration from them and lowering the price of hundreds of their products.

Solution
To bring to life the concept of ‘standing shoulder to shoulder,’ we created choreography to tell how society helps each other when most needed. The choreography was supported by an iconic Spanish song from the 80s that talks about the rewards of helping each other. To make the song resonate with modern times, it was performed by the hip, indie band Delaporte.

“Throughout life, people encounter adverse situations that make us get the best out of ourselves. In other cases, it is people close to us, and not so close, who need help. Whether welcoming your sister to your home for a while, shopping for a neighbour or being part of the NGO in your neighborhood to keep an elderly person company two afternoons a week; we want to shed light on these everyday gestures and focus on the importance of taking care of each other. And especially right now. This campaign is a tribute to all these people who pitch in at that time of need for the other. And doing it in such a poetic and musical way is a real privilege ”says Laura Durán, Director of Marketing & Insights at IKEA in Spain

Credits
Client: IKEA
Agency: McCann Madrid, Spain.

Research has long connected the loneliness of older adults living in long-term care to physical decline. But during the global pandemic, the situation has vastly deteriorated. Lockdowns have forced aged residents to experience greater social isolation. Cut off from outside visitors and contact other residents; they’ve suffered increased stress, anxiety, depression, even death.

As a result, millions of residents’ emotional health has seen a significant decline—calling for a new technological solution. But how can we improve people’s emotional well-being in long-term care when we don’t know how they truly feel?

The Mood Modifier from SOLO. The first mobile app that detects emotions and picks a selection of personalized music to help patients get back in the rhythm of life.

• The mobile’s camera utilizes facial recognition to detect emotions
• Then creates a unique data imprint that ranks happiness, calmness, sadness, energy, and mood
• This collection of emotional algorithms triggers the AI-predicting model and selects the right music for their emotional state With a simple user-set up and daily, monthly, and annual tracking, the user and staff keep on top of progress made.

This idea and application give older adults a renewed sense of happiness and joy by enabling them to modify their moods.
 
Credits
Brand: SOLO App
Campaign: The Mood Modifier
Advertising Agency: Saatchi & Saatchi Wellness, New York, United States of America
Agency: Publics Groupe Israel
Technology: Solo
Editorial: Harbor Pictures
Music Composition: JSM Music

To highlight this important and sensitive issue, Sony Music decided to launch this campaign. You can only watch this specific video if you have your rear camera pointed towards someone else’s eyes. In this way, it conceptually means that the other person is donating their eyes to you. This campaign lets the public understand the real pain and suffering the visionless need to go through and how eagerly they await a donor. A donor will help them to see all the colours of this beautiful world.
 

Campaign Website: https://throughyoureyes.site

Credits
Campaign: Through Your Eyes
Advertising Agency: Wunderman Thompson, Argentina
Latam Chief Creative Officers: Dany Minaker, Patan Tarazaga
Creative Directors: Juan Ignacio Calvo, Matias Martty
Copywriter: Nicolas de Michele
Art Director: Francisco Cerutti
Designer: Federico Alfonso
Head of Production: Maite Orlievsky
Head of Social Media Strategy: Gabriela Gardini
Account Directors: Carolina Graziano, Sofi Amestoy
Technology Director: Mercedes Aizawa
Technical Lead: Javier Corra
Developer: Pablo Mendoza
Project Manager Lead: Barbara Laffue
Project Manager: Julian Leonetti
QA Team: J Laurito, P Lopez Reyes

Credits
Advertising Agency: Milk, Gothenburg, Sweden
Copywriter: Anders Malm
Art Director: Niklas Olovsson
Copywriter: Anders Holmström
Art Director: Andreas Bergendahl
Designer: Fanny Öhlund
Project Manager: Gabriella Moberg

This campaign is about:
Indie band, Music, Digital Campaign, Spotify parenthesis

This summer Spotify finally launched in Ukraine. We welcomed it with delicious playlists from Pepsi. You could get a recipe of traditional Ukrainian cuisine by reading each track-by-track listing. This approach combined Pepsi’s music background and their strategy of getting the food territory. Series of posters include musical dumplings, galushki, and famous Kyiv cutlet so while quarantine has made it difficult to taste Ukrainian cuisine, you can still listen to it.

Credits
Advertising Agency: Twiga Ukraine, Kyiv, Ukraine

Tags:
Ukraine, Electronics, Technology, Music, Non-Alcoholic Drinks, Pepsi, Pepsi Eat this playlist , Digital campaign, Print campaign, Print Ad

Credits
Campaign: Spotify Feel the Street
Advertised brand: Spotify
School: Miami Ad School, Mexico City, Mexico
Art Director: Catarina Barcala
Art Director: Danton del Águila

Tags:
Digital Campaign, Music, Awareness Campaign

Americans love listening to the radio while driving. The task at hand is to make them switch to Spotify’s Daily Drive playlist which is a complete package including music, podcasts and news. We realised radio glitches and bad frequencies make people switch off the radio instantly. We’ll take advantage of this insight by creating Spotify’s Trojan Radio Jammers. A Trojan Radio Jammer is a low power radio station made out of a transmitter, an antenna and an audio source. So, we will take these jammers and jam the radio signals on some of the busiest streets in America. As it’s cheap and easy to make, we will place it in plain sight and drop hints to indicate it’s Spotify’s doing. Lastly, by using the old principles of radio, we will leave a direct radio message in favour of Spotify.

This project was created for One Show’s Young Ones Brief Awards.

Credits
Brand: Spotify
Campaign Title: Spotify Trojan Jammers
Advertising School: Miami Ad School, Mumbai.
Copywriter: Anisha Chavan, Nagma Dhingra
Art Director: Nihal Bambulkar, Kanchi Undevia
Mentor: Deep Chhabria & Siddhi Ranade

Tags:
Technology, Innovation, Young Ones Brief Awards, Music, Audio, Trojan, Innovative Campaign, The One Club, Radio Campaigns

Crafted by BBDO New York, The Beat Machine is an innovative tool that lets its users create their personalized beats without professional music-making software. All you need to do is visit Bacardi’s YouTube page, and access the video titled Beat Machine, and get busy curating your new beat by using YouTube’s fast forward functionality. The numbers 1-10 act as toggles that allow users to switch between different beats. By using nothing but the Beat Machine video, a viewer can create his/her personalized rendition of Major Lazer and Anitta’s song called Make It Hot.

We feel that The Beat Machine strengthens Bacardi’s position as a brand that knows how to fit in with the current technological landscape. It also paints a clear picture of the value that Bacardi provides to its customer base. Simply put, the campaigns works of all fronts!

Credits
Brand: Bacardi
Campaign: The Beat Machine
Advertising Agency: BBDO, New York, USA
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Marcos Kotlhar
Executive Creative Director: Danilo Boer
Associate Creative Director: Gabrielle Attia
Associate Creative Director: Bruno Borges
Senior Project Manager: Noreen Masih
Head of Integrated Production: David Rolfe
Executive Producer: Sofia Handler
Producer: Molly Ross
VP, Production Services Director: Jessica Nugent
Sr. Business Affairs Manager: Kathy Bannon
Music Producer: Julia Millison
Executive Vice President, Senior Account Director: Steven Panariello
Vice President, Account Director: Josh Goodman
Account Manager: Meghan Wood
Account Executive: Aimee Chimera
Social Manager: Clare McGough
Senior Vice President, Group Planning Director: Jessica Strode
Senior Vice President, Group Planning Director: Steve Panawek
Communications Planning Director: Jen Leung
Communications Planner: Ali Goldsmith
Production Company: Stink
Director: Jovan Todorovic
Managing Director: Jeff Baron
Executive Producer: Fran McGivern
Head of Production: Nick Fuller
Producer: Mark Walejko
Production Supervisor: Tavo Muñoz
Production Supervisor: Giovanna Giangregorio
Commercial Coordinator: Shawn Vincent
Director of Photography: Stuart Winecoff
1st Assistant Director: Monty Greenlee
Stylist: Coco Cassibba
Stylist: Celia Arias
Groomer: Thomas Dunkin
Choreographer: Calvit Hodge
Editorial: Final Cut
Editor: Joe Guest
Assistant Editor: Lucas Moesch
Producer: Penny Ensley
EP: Sarah Roebuck
Music House: Sound Tree
Head of Music Production: Luis Almau
MD/Producer: Jay James
Sound Post: Sonic Union
Mix Engineer: Steve Rosen
Senior Producer: Patrick Sullivan
Studio Director: Justine Cortale
Post VFX: Blacksmith
VFX Supervisor/Lead Compositor: Daniel Morris
Compositors: Margolit Steiner, Jacob Coy, Jacob Slutsky, Eric Concepcion, Yebin Ahn
CG Artists: Tuna Unalan, Vitaliy Burov
EP: Charlotte Arnold
VFX Producer: Tina Chen
Color: The Mill
EP: Andrew Sommerville
Producer: Evan Bauer
Colorist: Mikey Rossiter
Color Coordinator: Blake Rice
Color Assist: Elias Nousiopoulos
Bacardi Pass The Beat – Social Credits
Production Company: BBDO Studios
Director: Andrew Osborne
DP: Tinx Chan
Producer: Raven Jensen
“How-To” Beat Machine Video
Studio Lead: Michael Gentile
Studio Producer: Andre Rowe
DP: Billy Siegrist
Studio Producer: Luke Butler
Editor / Animator: Alex Lubars

Tags:
Digital, United States, Alcoholic Drinks, Music, Bacardi, BBDO, Youtube, Software, Innovation, Latest Technology, Bacardi The Beat Machine

Saregama, The Womb and the Director and Actor of Badhaai Ho have come together to create this campaign which talks about the different features of the product.

Carvaan an easy-to-operate product, especially for the non-tech savvy music lovers has been very well accepted and has become an integral part of over a million households. The product is very well distributed across online platforms, modern trade and retail stores spread across Pan India.

Kumar Ajit, Senior VP Sales and Marketing said: “After its high on emotion campaigns like ‘Aap ke pehle pyaar ke liye, aap ki maa ke liye’, ‘Is diwali aap kya sunnena chahenge shor ya sangeet’, ‘Jinhe aap kabhi keh nahi paaye unhe kahiye Thank You’ it was important to highlight Carvaan and its Features in the simplest manner. This is what our latest campaign is aimed at.”

Carvaan is shifting gears with a new campaign that brings alive the product and its features in a very interesting and funny way.

Credits:
Brand: Saregama Carvaan
Campaign: #KyaHaiIsme
The Womb
Founders: Kawal Shoor & Navin Talreja
Business Partner: Heval Patel
Creative Partner: Anshu Sharma & Arnab Manna
Planning Partner: Nakul Jayadevan
Creative Strategist: Rohit Sharma
Production House: Chrome Pictures
Director: Amit Sharma
Producer: Poonam Wahi

Tags:
Tv Ad, Film, Music, Saregama Carvaan Kya hai Isme

The film begins with vignettes of people confronting their supposed limits. The words ‘You Can’t’ seem to determine the fate of a nervous young dancer about to audition, a blind man preparing for a marathon, a skateboarder sizing up a challenging course, and a man pitching a spacecraft to a sceptical audience. Suddenly, the meaning of the words is redefined with a positive twist to become ‘You Can’t Miss Your Chance/ You Can’t Let Anything Stop You/ You Can’t Give into Your Fears/ You Can’t Take No for an Answer’. As the film depicts these inspiring individuals overcoming their barriers, it closes with the hashtag #DoWhatYouCan’t.

Director Tal Zagreba comments: “The core idea was to take Samsung’s brand slogan Do What You Can’t and to manifest it into an epic film, featuring real characters who struggle against physical and psychological barriers to achieve greatness. Amongst the participants, you can find Beza Nababa, a blind marathoner who finished fifth at the Beijing Olympics; the ‘Beresheet Project’, the first private initiative spacecraft to land on the moon; Romy Barnea, a child dancer prodigy; and Katya Krasner, a professional downhill rider. These inspiring people overcome their hurdles with courage and passion; in other words, by doing what they can’t, they are becoming invincible.”

About Great Guns
Great Guns is an award-winning content and music video production hub, with a reputation for creativity and excellence. The carefully-selected roster includes international feature and TV directors, commercial directors, short film and music video directors and brilliant emerging talent. One of their key skillsets is to match talent to project, in any budget range.

Working across its global network, Great Guns produces high quality creative work for commercials, feature films, music videos, tv, digital, events, installations, photography, documentaries and branded content.

Great Guns continues to perform consistently well in international awards – garnering multiple awards including D&AD, One Show, Webbys, Berlin MVAs, Creative Circle, Shots, Cannes Lions, Cristal Kinsale, and The LIA Awards. It has also been awarded Epica Production Company of the Year and LIA Europe Production Company of the Year.

Watch Previous Campaign

Credits
Client: Samsung
Campaign: #DoWhatYouCant
CMO: Ronen Salem
ATL Manager: Gil Bar-Zvi
Digital Manager: Yarden Sidi
PR Manager: Mia Segal

Agency: Leo Burnett
CEO: Adam Polachek
Chief Creative Officer: Ami Alush
Chief Account Officer: Idit Zukerman
Art Director: Meital Miller
Creative: Elad Gaizler, Oren Ben Naim, Harel Livne
Agency Producer: Simi Siman Tov
Account Supervisor: Orian Liber
Accountant: Reut Fried

Production Company: Omri Paz Productions
Director: Tal Zagreba
Producers: Omri Paz, Ravit Aviv, Ophir Sorriso Tal
Storyboard: Robert Moreno Meikins
AD: Amir Melamed
DOP: Lael Utnik
Art Director: Racheli Levin
Styling: Deborah O Hana
Makeup: Dorit Cohen
Gaffer: Irmi Kwiat
Grip: Golan Kwiat
Editor: Shahar Beeri
Cast: Beza Nababa, Eran Avivi, Romy Barnea, Katya Krasner
Casting: Ana Fainstein

Co-Production: Great Guns
Co-Producers: Sheridan Thomas/ Laura Gregory

Locations: Idan Bardach

Post Production: Dima Lydkhov

Original Composition: Monster Music (Roy Shen Zoor & Paula Valstein)
Recorded by the Česká filharmonie
Sound Design: Sidney Toledano

Brief
Create an innovative idea that raises awareness of opioid overdose.

Idea
Opioids are normalized through the music genre SoundCloud rap. Last year the young artist Lil Peep died of an overdose and was mourned by the music industry. Our idea is to let Lil Peep’s songs end with a voiceless minute. A minute of tribute for every lost opioid victim on the day of his death.

The piece was created solely for the purpose of the 2018 YOUNG ONES Competition and was not commissioned by the client.

Credits
Brand: SoundCloud
Campaign: An Opioid Victims Remix
Advertising School: Berghs School of Communication, Stockholm, Sweden
Copywriter: Simon Magnusson
Art Director: Victor Lindkvist
Designer: Alvin Marelius

Tags:
Digital, Sweden, Health, Music, Berghs School Of Communication, An Opioid Victims Remix

DJ Spin Doctor and DeeJay OM managed the first-class curated by DJ Shawn and Bhupen. The class had 50 students from the locality who actively participated and showcased their talent. It was interesting to see an amalgamation of talent and expertise at one place. The highlight of the evening was the presence of the renowned DJ Shilpi Sharma who provided valuable information to the students.

The Dharavi Dream Project started #AfterSchoolOfHipHop to encourage and sustain an environment, which gives the under-resourced hip-hop talent a chance to be educated and enhance skills. The project targets under-resourced areas around the country to help talented individuals acquire skills in Hip-Hop. The Dharavi #AfterSchoolOfHipHop is the only school across Southeast Asia to focus on cultural aspects of the area.

Speaking on the first class, DJ Spin Doctor said, “Our parents don’t have that much money to spend for something like DJ’ing, It took me a lot of courage to leave my medical career behind for this art form. Hustle is part of our lifestyle and here we are giving the knowledge for free to these kids with big dreams in their eyes.”

The Dharavi Dream Project | TEDxBocconiUMumbai

Samir Bangara, MD & Founder, Qyuki Digital shared
Thrilled to introduce 5th dimension to our AfterschoolofHiphop in the form of DJ’ng as a core element of Hip-hop which dates back to the origin of Hip-Hop and the legacy it has built-in the ecosystem. This element will further enhance and add value to our amazing talent and give them more avenues to express themselves.

Devraj Sanyal, MD & CEO, India & South Asia, Universal Music Group said “The ability to create beats & mix different kinds of sounds to come up with a fresh sound to the TDDP creative vision is a definite step in the right direction. The sounds will change, the vibe will get better and the quality of hip hop will immensely improve as a result of this. I’m thrilled about this new development & hope it takes our kids & their music to the next level. “

Dolly Rateshwar, Co-Founder, TheDharaviDreamProject speaks The feeling of incompleteness was finally over when Deepak one of the evangelist of our initiative in the US donated DJ’ng equipment to the school. DJ’ng being a core element of Hip-hop will see future DJ’s from our school playing very soon at different gigs and grooving everyone around in the community. This definitely serves the purpose of empowering under-resourced talent and helping them to follow their passion.