Music with a cause The Capital made most of the season with a dose of charity as a mobile phone giant teamed up with a composer to launch a fundraiser; even as a bridal extravaganza and a felicitation for a noted sports personality kept the city otherwise occupied. Mumbai partied at its own pace as yet another actor launched his signature label of clothing (From top): John Abraham and Hema Malini; father-son duo Milkha Singh (right) and Chiranjeev Milkha Singh; A.R. Rahman at the Nokia do; Divya Gurwara (second from left), CEO, Bridal Asia with models
What do you get when an ace musician teams up with a giant mobile company? You get a great music video on your mobile phone and in all probability its music with a cause. Last week, A.R. Rahman and Nokia Nseries launched an English music video that the composer has put together exclusively for the mobile brand. Shot on the mobile cinemascope format by Bharatbala of Vande Mataram fame and penned by BlaaZe, Pray for Me, Brother unveils a fund-raising campaign spearheaded by the A. R. Rahman Foundation and Nokia. The attempt will be to raise funds for the underprivileged. To support the cause, Nokia Nseries and A.R. Rahman are also poised to unveil a website, www.prayformebrother.com, where those interested in donating can log on. The music video will be available soon on Nokia Nseries phones before being released for television, said Vineet Taneja, director, multimedia, Nokia India. The video will be preloaded on the N91, N70 and N73 phones. Rahman looked pleased as punch as he talked about the video. It took us two years to bring it to life. While I was working on it, I didnt realise that it would go so far. We thought that the song deserved a great album and Nokia came forward to fund it and also to make it available on its music phones, said Rahman. The song was originally composed as an anti-poverty anthem for the UNs Millennium Development Goals. The video, thats shot in New York, shows the contrast between the Big Apple skyscrapers and men who look minuscule against the towering buildings. The attempt is to reiterate the sharp distinction between the riches and the poverty that exists around the world. Pray for Me Brother will be the worlds first ever music video on vertical cinemascope to be put on music edition devices. Its another add-on for our customers, Taneja added. http://www.telegraphindia.com/1070106/asp/weekend/story_7199497.asp
