The campaign tries to arouse the latent interest in playing an instrument among young Indian music lovers.
Casio India, a leading consumer electronics company and pioneer in the electronic musical instrument category, has launched its new brand campaign called #LiveYourDream for its Casiotone range of beginner musical keyboards. The cornerstone of the campaign is a digital branded film featuring Darsheel Safary of Taare Zameen Par fame playing the role of an underdog who is able to rise in the eyes of his peers with the musical skills he has developed. learning the Casiotone. . The campaign is supported by well-known artists in the music industry such as music composer Sean Rolden, singer-instrumentalist Swasti Mehul, keyboardist Anshuman Singh and singer-instrumentalist Priyanshi Srivastava communicating their own appointment with the social recognition obtained by playing a musical instrument.
Casio’s mission is to increase the number of musical instrument players in India by targeting Gen Z and young millennials. The Casiotone keyboard with its beginner friendly interface and compatibility with Casio’s own app Casio’s self-learning, Casio Music Space, is the company’s go-to brand for accomplishing this mission. Conceptualized by Tribes Communication Pvt Ltd and produced by Rising Star Productions, the film takes the opportunity to highlight these assets of Casiotone which allow the protagonist to concretize his desire to play an instrument and to arouse the admiration of his fellow college students. The film is live on all of the company’s social media pages, including YouTube, Instagram and Facebook.
Commenting on the campaign, Hideki Imai, MD, Casio India said, “We want to transform young India from a music lover to a people who play music. And we believe Casiotone will help us take a giant leap towards that goal. Casiotone has a clean interface which makes it less overwhelming for beginners; Its portability and compatibility with the Casio Music Space app means you can start and continue the learning process anywhere – at home or in your hostel room. Moreover, keeping the target market in mind, the instrument has been deliberately made sleek and colorful to increase the appeal and attractiveness enjoyed by a musical instrument player. Knowing how to play a musical instrument is the epitome of cool and we hope this campaign inspires Gen Z to choose one.