MUMBAI: With the growing demand for animation and VFX in recent times, MAAC: India's premier animation Institute recently collaborated with Sony Music India to create awareness about their brand.

The idea was to encourage the youth to follow their passion and choose a career of their choice. Keeping an eye on the core message to be conveyed, Sony Music selected a popular song from its catalogue Love You Zindagi from the movie Dear Zindagi. A song which communicates a message “celebration of life” and is an extremely popular amongst the youth.

Sony Music India selected Voctronica - India’s best acapella band for this project. The identity of the band resonates and compliments MAAC’s TG perfectly for the message to be conveyed. A career in Animation and Voctronica as a band go hand in hand as both are a road less travelled.

Commenting on this association, Kiran D’cruz, Head - Brand Partnerships, Sony Music India said, “When MAAC approached us we knew we had to think radical. Using our music segmentation tools, we were able to identify the genre, song and related artist to be associated with this project. Hence we decided to work with Voctronica on the song Dear Zindagi as the TG MAAC wants to connect with resonates with the band as well as the song. It was a perfect match. The Music Video is across all digital platforms and has resulted in increased brand traction for MAAC across all their institutes nationally.”

The music video talks about a young & creative boy who is at the crossroads of life in respect to his career aspirations. And how he is led down a road that opens up a world of great possibilities for him. Voctronica, in their trademark style, have given a unique flavour to the song, by creating a very fresh and distinctive sounding track.

Check out the music video here