Facebook India and entertainment content platform Arré have collaborated with music composer Ilaiyaraaja on a digital film where he will narrate his musical journey to his fans.
The film will play first on Facebook and Instagram and Arré will further use this opportunity to expand the reach of its newly launched music platform, Arré Earworm. Mindshare's content solutions arm Content+ will act as a strategic partner to amplify the video reach.
According to Arré's founder B. Saikumar, the collaboration will aid India's digital evolution and the partnership with Facebook India will "ensure that we take this work to millions across India and the world."
He said: "We are delighted to have Mindshare as a strategic partner to provide the required amplification and partners this project deserves.”
Saurabh Doshi, head of media partnerships at Facebook India said: “It is exciting to have renowned musician and Ilaiyaraaja connect with his fans, and for them to be able to see this unique film, on the Facebook platform. Millions of people who are on Facebook will now be able to have the opportunity to get a glimpse into Ilaiyaraaja’s musical journey and his work through this video series on our platform.”
Prasanth Kumar, chief executive officer, Mindshare South Asia said: “A whole generation has grown up listening to the compositions of Ilaiyaraaja and a new generation is rediscovering his music via the internet and his new movies. It is therefore essential for us to understand the motivation that brings this creative genius alive, and take him closer to a new audience.
"Media today, especially the digital medium is giving us the opportunity to tell this story creatively, with the man reliving his musical journey again via video, text and imagery. ”
Facebook recently introduced new features to combat India's blood donation shortage