upGrad, Big Bang Music urge 'Aage Ki Soch' during lockdown to encourage young India - ET BrandEquity

The three video renditions for the same song have been conceptualised, written, shot and edited in all of 72 hours, being directed remotely on video calls.Online higher education company, upGrad and Big Bang Music, the new age pop culture label driven towards creating musical expressions and experiences have come together to create the upskill anthem of the nation #AageKiSoch.#AageKiSoch encourages the youth to spend this time at home productively and engage in activities that will upskill their existing knowledge base in order to prepare for the new world post the COVID-19. Written and composed by Akshay Dhawan and Shashwat Singh, this collaboration also witnesses singing star Jonita Gandhi, rapping for the first time. The music video consists of an ensemble star cast that includes Radhika Apte, Vikrant Massey, Naveen Polishetty, Anto Philip, Fatima Sana Sheikh , Shantanu Maheshwari, Rohit Raj, Aparshakti Khurana , Karan Tacker, Abish Mathew, Akansha Ranjan, Elnaaz Norouzi, and ‘Jordindian’ - Naser and Vineeth. Conceptualised by Big Bang Music and KWAN along with the higher education company upGrad to drive the productive habit of learning from home during quarantine. Read also: BE+: Don't be in a hurry to cry doom and gloom - Piyush Pandey Gaurav Wadhwa , chief executive officer and co-founder, Big Bang Music, said, “These are unprecedented times and while it’s important to keep the spirit alive, it’s more important to gear up for the world to come because we all know there is light at the end of this tunnel. Dhruv Chitgopekar, founding partner and chief operating officer, Kwan, said, “Influencers are an integral part of any campaign, and more so today as they become custodians for keeping the morale high and mindset positive during the pandemic. It’s been an amazing collaboration where an edtech major has chosen music as their preferred route of disruptive communication." Mayank Kumar , co-founder and managing director, upGrad, said, “While everyone is adapting to the new normal, it’s time we to be cautiously optimistic and look at the silver lining of the pandemic. With this upskill anthem, we want to encourage people to stay home and use the time meaningfully to enhance their skill set which otherwise would have parked in their to-do list. Preparedness for the coming economical storm is essential so that the youth and the working professionals can smoothly bounce back to their careers or make a new transition once we resume to our regular lives."