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5 States, 16 Aspiring Artists and a Soulful Pursuit of Carnatic Music

ŠKODA AUTO India, along with PHD Media, Laqshya Event Capital and BToS’ artist management, curate ŠKODA Deccan Beats for five Southern States

Mumbai, February 22: Pursuing its proclivity to India’s boundless musical heritage, ŠKODA AUTO India has launched yet another symphonic stage for aspiring musicians, this time around with a focus on nurturing indigenous musical talent from the heartlands of South India.

Get set to be consumed by ŠKODA Deccan Beats – a caravan of Carnatic Music and soulful sojourns; conceptualized, crafted and brought to life as an excellent branded campaign by PHD Media and OMG content in collaboration with Laqshya Event Capital and BToS’ artist management. Launched on 10th February 2022, set to the beats of raga-centric melodies at its soul, this culturally relevant talent platform is a refreshing initiative that amplifies the beauty of Kannada, Malayalam, Tamil, and Telugu music.
The pursuit of music is one that ŠKODA AUTO India holds close to its heart – it is a reminder of journeys filled with hope & adventure and one the brand hopes to ride alongside its customers, set to the tune of the lands. Building upon successful music-led initiatives that the automobile brand has curated in the past year like Sonic Roots and Tips Rewind and recognizing the possibilities of bringing people together in a region rich with dialects, languages and symphonies, Deccan Beats will spotlight the shapers and makers of today’s Carnatic music circuit and the
incredible stories behind it.

Monaz Todywalla, CEO of PHD Media India, speaking on this opportunity to enhance the auto giant’s presence in the South Indian market, said, “Music, as we all know truly, has no boundaries. It is one such medium that connects people from all over. Building upon ŠKODA’s positioning of a brand that explores the nuances of music to strike a chord with its consumers, Deccan Beats is yet another ambitious musical voyage that explores Carnatic music through a unique blend of talent-hunt, on-road entertainment and musical synergy. With the sentiment to travel and discover more currently riding on a high, the experiential campaign highlights Southern India’s musical roots with the intent to spark wayfaring. As always, PHD Media is stoked to be a part of bringing ŠKODA’s sentimental affinity to music to life.”

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Elaborating on the idea behind Deccan Beats, Tarun Jha, Head of Marketing – ŠKODA AUTO India, said, “Deccan Beats is the culmination of a long-time desire of ŠKODA India to create something unique for the market in South India. The brand believes in offering customers an enriching and unique experience. Deccan Beats is the right platform to appreciate the talent in South India. With PHD Media’s digital prowess, we are delighted to bring Deccan Beats to people, which truly offers a chance to budding indigenous music talent skilled in the art of Carnatic
music.”

The series is slated in three distinct phases — Talent Hunt, On-Road, Garage Series – featuring 16 rising talented artists from 5 different states. The talent hunt will also feature stellar names from the South Indian music industry, such as Andrea Jeremiah (Tamil), Geetha Madhuri (Telegu), Sithara Krishnakumar (Malayalam) and Raghu Dixit (Kannada) mentoring the talent.

Shailja Saraswati, Chief Content Officer of Omnicom Media Group India (OMG), said, “ŠKODA Deccan Beats is built around the powerful medium of music that is deeply embedded in Indian culture. As an experiential campaign backed by unique branded content, it will showcase aspiring musicians from the contextually rich Southern states and empower talent with the mentorship of established musicians. The format will champion ŠKODA India’s stance in the region with the customer connect that this creative initiative will seed and shape.”

The campaign kicked off on the 14th of February 2022 and can be followed on Instagram.