MUMBAI: Sony MIX, the Hindi music channel from Sony Pictures Networks India (SPN), announced 'The Dhun Project' that celebrates the 5-year anniversary of the channel in India. Launched in 2011, Sony MIX is the first and only channel in India singularly dedicated to music. Through its pioneering informative and mood-based programming, the music channel has set itself up as a destination dedicated to music and entertainment in India.

Over its glorious 5-year journey apart from an extensive music library, Sony MIX has maintained an undeterred focus on content by producing a wide variety of packaged show offerings; right from user generated content to people profiles and factoids executed in the most unmistakably musical fashion.

To commemorate this 5-year milestone, ‘The Dhun Project’ has been initiated, to pay tribute to musicians in India and aims to give back to India’s rich musical heritage by raising funds to empower musicians and educate across levels.

As part of the project, a unique lyrical composition has been curated to serve as ‘The Dhun Project’ anthem, championing the cause. Sony MIX for the first time ever, has brought together stalwart CXO’s from the advertising and media industry to record an exclusive music video for the anthem. CVL Srinivas (GroupM), Vikram Sakhuja (Madison), Shashi Sinha (Lodestar), Sandip Tarkas (Future Group), Amin Lakhani(Mindshare), Anupriya Acharya (Zenith Optimedia), Shuchi Singhal(Idea Cellular), Harish Shriyan (OMD), Sonal Dabral (Mudra), Rohit Gupta (SPN) and Neeraj Vyas (SPN) are the eleven CXO’s featuring in Dhun Project music video.

The first leg of ‘The Dhun Project’ involves Sony MIX’s contribution of Rupees 10 Lakhs towards helping a musician who needs medical support. The Dhun ambassador for this year, is Roshan Ali (a dholak player).

On the other hand, the project is leveraging the crowd sourcing platform Ketto.Org, co-founded by actor Kunal Kapoor to raise funds for SPIC MACAY to organize a series of events across the country that will enable heritage musicians to perform in schools and colleges.

Young students will be exposed to music performed by nationally celebrated musicians, who in turn will continue to earn a living from this artistic endeavour.

For details, visit: www.TheDhunProject.Ketto.org

Sony Pictures Networks India (SPN) CEO NP Singh: “Music is a terrific medium of empowerment and we, at Sony Pictures Networks are proud to espouse an art that aligns with and supports our business. With ‘The Dhun Project’ we want to encourage talented musicians, to help them further contribute to music in India and inspire society with the melodies they create that harmoniously unite us.”

Sony Pictures Networks India (SPN) Senior EVP & Business Head - Max Cluster & Sony Mix Neeraj Vyas: “In a span of five years, Sony MIX has risen to become one of India’s leading music channels. This achievement is solely the people’s endorsement of our vision - to be the most music-centred destination on Indian television. On the occasion of our channel’s 5th anniversary, this is our way of giving back to music, by empowering its creators, curators and everyone associated with the art in India.”

The CSR initiative of SPN ‘Ek India Happywala’ focusses on creating a positive impact in our ecosystem and is forged upon three core pillars; empowerment, education and environment. Driving home the ideal of empowerment and education, ‘The Dhun Project’ by Sony MIX aims to bring new rhythm to the pulse of Indian music, thereby energising it. By supporting musicians and music curators, SPN together with Sony MIX builds around its intent of propelling music itself through the streets, homes and towns of the nation, uniting it in harmony as it surges in a crescendo of celebration. Truly making it ‘Ek India Happywala’.