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National anthem's peppy avatar

What picture comes to your mind when you think of today’s India — shopping malls, call centers, McDonald’s? All of this and more will now feature in the new video of the National Anthem.

music Updated: Aug 14, 2010 20:13 IST
Jayeeta Mazumder

What picture comes to your mind when you think of today’s India — shopping malls, call centers, McDonald’s? All of this and more will now feature in the new video of the National Anthem, conceptualised by MTV.



New avatar

Shreya Ghoshal, Sonu Niigaam, Kailash Kher, Shaan and Sunidhi Chauhan have sung the anthem. Composed by Salim-Sulaiman, the song has been given a western sensibility with the sound of the guitar, piano and other musical instruments.



However, lyrics and duration of the anthem remain the same, as per the rules laid down by the constitution. The song will be released on the channel on Independence Day, August 15.



National AnthemAditya Swamy, senior vice president, sales and marketing, MTV India, says, "It’s the children of liberalisation who are taking India ahead. Those who are seeing great economic growth, are upbeat about the environment and proud to be Indian."

The video will be a compilation of clips uploaded on the MTV website by about 890 participants. “We had requested people to send us their version of India and what they love about it. So, it’s about the visuals. It’s not a remake, but today’s version of the National Anthem. The video shows what young India stands for and the nation’s positive spirit,” explains Swamy.

The other version of the song, created by MTV, features the recording interspersed with visuals of what makes India proud. Swamy informs that there are no plans to release an album right now. But promotional extensions will include ring tones, viral campaigns and slogan T-shirts.

The line-up of Independence Day programmes that lead up to the song include bytes from Bollywood celebrities and common people about what they could change about India and so on.

“It will be wrong to say that it’s a peppy track, it’s a younger version made by artistes who represent young India. The essence of Jana Gana Mana remains the same,” Swamy clarifies.