London International Awards
2022 Winners and Finalists
Regional Network of the Year: Asia
Ogilvy
Bronze
Creative Use of Data
Data Visualization
| Entrant: | Ogilvy India, Mumbai |
| Brand: | MTV & ARDSI |
| Title: | "Memory Karaoke" |
| Corporate Name of Client: | MTV INDIA |
| Head of Client Services: | Sushma Vivek Singh |
| Marketing Head, Youth Cluster, MTV: | Utsav Chaudhari |
| Client Account Directors: | Prithvi Singh/Amberisch Gawaskar |
| Agency: | Ogilvy India, Mumbai |
| Chief Creative Officers: | Harshad Rajadhyaksha/Kainaz Karmakar/Sukesh Nayak |
| Executive Creative Director: | Akshay Seth |
| Group Creative Director: | Chinmay Raut |
| Creative Director - Art: | Chinmay Raut |
| Creative Director - Copy: | Akshay Seth |
| Creatives: | Akshay Seth/Chinmay Raut |
| Copywriter: | Akshay Seth |
| Art Director: | Chinmay Raut |
| Song Writer: | Akshay Seth |
| Production Company: | Vanilla Films, Mumbai |
| Director: | Chintan Pandav |
| Post-Production Company: | Mothership Productions |
Description:
The website which is to be accessed by caregivers of the affected member, features customisable songs based on information commonly forgotten in such cases.
For eg Home address, names of relatives, important life events and daily activities. Once the caregiver enters critical personal information as lyrics of the customisable songs, the website uses advanced AI & machine learning to create a personalised track for every visitor to practice daily with their caregiver. Memory Karaoke had two kinds of TG 1. Early Alzheimer's patients & caregivers 2. The medical fraternity For credibility, we needed endorsements from the medical fraternity, who were introduced to the tool and who immediately gave it their voice. Describe the execution: The idea was launched in World Alzheimer's Month on 28th September, 2021 and is on going.
It was launched with a website, www.mtvmemorykaraoke.com and the communication for the same was done across MTV's social media channels.
The idea was launched with a limited budget and spread through word of mouth and organic reach.
Results: MTV had never won an award from the ‘Indian Academy of Neurology’ till MTV Memory Karaoke won the ‘2021 National Neurorehab Initiative of The Year’, awarded by the Indian Academy of Neurology.
This included a monetary grant for the cause of Alzheimer's. All this within 50 days of its launch. Within hours of its release, the campaign got immediate international endorsements from various experts including the CEO of Alzheimer's Disease International. The ability of this customisable karaoke to help patients with early Alzheimer’s was endorsed by doctors in big Indian hospitals like Fortis, Raheja and more, as well as by the President of Indian Academy of Neurology. Memory Karaoke has been included in training curriculum for therapists. It has featured in various national & international seminars on Alzheimer's. So far: Campaign reach: 59.44 million Minutes spent on the website: 19,841+ Earned PR: 7.3 million INR