IAA India Pays A Musical Tribute To The Fighting Spirit Of People During The Pandemic

The India chapter of the International advertising association (IAA) covered Louis Armstrong's 'What a wonderful world' as a musical ode to the resilience of the people across the world during the pandemic.

New Delhi: The coronavirus pandemic necessitated months of lockdown all over the world. And now many countries are either emerging or are planning to lift the lockdown and people are finally getting to step out onto the streets. Even in India which has entered the third phase of the lockdown or Lockdown 3.0, many relaxations have brought ease. Despite the pain and sadness of losing so many lives to the deadly illness, the world is eager for the future. It is cautious but optimistic. And as a tribute to the fighting spirit, the International advertising association (IAA), India Chapter did a cover of Louis Armstrong’s famous jazz song ‘What a wonderful world’. IAA is a global network of marketing and marketing communications professionals with a presence in around 56 countries. The song which was first released in 1967, is about nature’s beauty and the gentle moments that reaffirm faith in life was used by leading professionals of the Marcomm Industry in India as an ode to the months of hardships faced by the world. The music video which is available in the IAA India Chapter’s Youtube channel features Prabhakar Mundukur (Thought Leader & Commentator), Shalini Gupta (VP Brand and Comm, INOX Leisure Ltd.), Subhash Kamat(CEO and MD, BBH India), Rajeev Raja (Founder and Soundsmith, Brandmusiq). The music was arranged by composer Merlin Dsouza whose music featured in the film Kabhi Khushi Kabhie Gham.

The video which is a ‘musical message of optimism’ shows each one in their own home singing and playing the instruments. While Raja plays the flute for the song, Dsouza is on the piano. While speaking to ABP LIVE, Ramesh Narayan, Director - Asia Pacific, IAA said that at a time of such global pandemic, his team felt the need to uplift the mood and sentiment of the people. "These are days of doom and gloom. As an industry body representing the communications industry, the India Chapter of the IAA felt the need to do something that would uplift the mood and sentiment of people. And what better way than with the magic of music," he said. "All the singers are Marcom professionals and everyone did this as a labour of love. The effort is based on a timeless song by Louis Armstrong. The response has been overwhelming not only in India but from different parts of the world," Narayan added. During the lockdown, music has played a significant part in bringing people across the world together. In Italy, one of the worst-hit by the virus, people stuck in their homes had come out in their balconies played musical instruments, and even done DJing for the neighbourhood. Local musicians also took to social media to spread optimism with music like a group of roommates in Barcelona Spain who upload songs to inspire people to stay home on their Instagram page ‘Stay Homas’.  In India, too many musicians like singer and songwriter Papon are holding live concerts.