Mumbai : Breakthrough, the innovative humanrights organization that brought us the award-winning Bell Bajao! advertising campaign and the traveling video-van to promote awareness about domestic has partnered with folk rock band Swarathma to help promote their cause.
To mark the launch of the video van in Delhi, Breakthrough and Swarathma have collaboratively created a video of the song “Pyaar Ke Rang,” which has also been launched this week. The video is based on the band’s song which is a story of the celebration of love, told in a rustic, irreverent and tongue-in-cheek manner. A story of a boy on a quest for his muse, and his banter with those he meets along the way. It is one of Swarathma’s most up-tempo songs with a strong Rajasthani influence driven by the bass and dholak
As part of this partnership, the band’s video will be aired on the Breakthrough video van which was launched this week in Delhi by Chief Minister Ms. Sheila Dikshit. The video van will travel through the streets of the capital over the next several weeks and disseminate information using pop culture to educate the audience to bring about social change. Street plays, audiovisual shows, games and quizzes will be tools used to engage audiences and build awareness on key issues like the law and myths and facts related to domestic violence. Swarathma toured with Breakthrough’s video van in Karnataka in the summer of 2010.
Since its inception, Breakthrough has always used the power and popular culture to raise awareness. The organization uses tools like street theater, puppet shows, folk art dance forms like Yakshagana and, of course, music. In light of this, partnering with Swarathma was a natural step for Breakthrough. Speaking on the launch of the new video, Sonali Khan – Country Head of Breakthrough says, “We are thrilled to be partnering with Swarathma and launching the video for “Pyaar Ke Rang”. Their infectious music and lively performances really helped to bring the locals to our video van and spread the message on domestic violence. Their eclectic sound resonated well with the locals and helped us connect with our audience.”
Montry Manuel, who plays drums and percussion for Swarathma, adds, “it is a great idea to use music to spread awareness on domestic violence. Our music has social relevance so it fits well with the video van activity. It was also a great experience playing in the streets of Puttur, to a crowd who were surprised to see a band like us. But they got into the groove, and we had a really memorable experience.”
In celebration of the music video, Swarathma will be performing live in Delhi on the 10th of March, 8.30 pm at Hard Rock Cafe, Saket.