Lenovo
Music Balm
Client: Lenovo
Agency: BrandMusiq
Project Type: Digital Campaign
Role: Campaign Conceptualization, Creative Direction
Channels: Digital and Music Streaming Platforms
Overview
At the peak of Covid, Lenovo came to BrandMusiq wanting to deliver a positive message and empathise with their customer. The creative idea we arrived at was to use music in a therapeutic form. Using the Navarasas (the nine fundamental human emotions), to counteract negative emotions.
Process
To do this:
We mapped the negative rasa’s prevailing at the time- Bhaya (Fear), Raudra (Anger), Bhibhetsya (Despair)
Musicologists and music therapists helped us map ragas, scales and instruments with restorative and calming effects.
We then mapped out three healing rasas- Karuna (Compassion, Hasya (Happiness), Shanta (Peace)
Using what we learned from our research, we composed 3 soundscapes based on the three healing rasas.
These were adapted to be used across all social platforms including Gaana- India’s most popular music streaming platform.