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Singapore Tourism Board targets Indian millennials with soundscape of Singapore

Singapore Tourism Board (STB) has partnered with music channel Vh1 India to launch a music video titled ‘Unstoppable’ to attract Indian millennials.

The music video features artists from both India and Singapore like Raja Kumari, Midival Punditz and B-boying crew Radikal Forze. Midival Punditz was responsible for all the musical arrangements, incorporating sounds of daily life, like trains and tea-lady, recorded in Singapore.

Unstoppable is directed by Shai and also features Tan Wei Tian who is the youngest opera singer in Singapore and Mark Ong, a Singaporean sneaker designer.

According to STB, India was the third largest visitor-arrival contributor in 2017. The campaign further builds on STB's brand identity – Passion Made Possible.

Ferzad Palia, head - Youth, Music & English Entertainment, Viacom18 Media said: “Our association with Singapore Tourism Board reflects the essence and vibrance of Singapore as a destination. We are happy to have on-board Raja Kumari, and Midival Punditz and Radikal Forze who have weaved in their creative finesse into Unstoppable.

"Vh1 India taps into the changing entertainment preferences of the millennials and MTV has always been at the core of all things music, this music video reinstates both the brands' belief in the transcending power of music and how getting the right people to co-create can fuel it to the best.”

The Drum spoke earlier with G.B Srithar, regional director, SAMEA, Singapore Tourism Board, who highlighted how Bollywood movies have entrenched Singapore as a must-visit destination among Indian travellers.

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