MUMBAI:
The Singapore Tourism Board (STB) has added a first to its repertoire of promotional activities in India. The Board has partnered with popular music channel, Vh1 India, to launch a music video titled ‘Unstoppable’ featuring both Indian and Singaporean talents. This makes the STB the first tourism board to come out with its own, cross-border collaborative English music video.
India is a key traveller source market for Singapore and moved up a spot to become its third largest visitor-arrival contributor in 2017. Singapore remains a top-of-mind destination for family holidays and STB’s promotional efforts continue to present the country’s diverse and exciting experiences to the Indian family audiences. With an estimated 65% of India’s population being 35 years and under with strong disposable income and increasingly travelling overseas, STB recognizes the importance of reaching out to them. These young adults or working millennials seek immersive, unique and local experiences and Singapore presents a plethora of options.
With this music video, STB forays into a different public space: the world of English music, pop culture and entertainment to connect with the young Indians, who are more adventurous and seek lifestyle experiences when travelling.
‘Unstoppable’, as the title suggests, urges viewers to evoke their experience-and-discover spirit by pursuing and living up their passions. Grammy Award-nominated Indian-American rapper, singer and songwriter Raja Kumari, the Chemical Brothers of India ‘Midival Punditz’ and popular Singaporean B-Boying crew ‘Radikal Forze’ have come together to pool their unique talents and common passion for creativity, music, sounds, dance and entertaining audiences. Their artistic collaboration is well in tune with Singapore’s new brand identity – Passion Made Possible.
Prior to the filming of the video, Raja Kumari and Midival Punditz explored the city and visited popular landmarks like Gardens By The Bay, the Esplanade, Haji Lane, Orchard Road and Buddha Tooth Relic temple in China Town. For Rajakumari, it was her first trip to Singapore and she was impressed with what the city had to offer. Her experiences inspired her to pen the lyrics urging people to pursue and achieve their dreams. Musical arrangements, incorporating sounds of daily life, like trains and tea-lady, recorded in Singapore were done by Midival Punditz. Rounding off the collaboration was Radikal Forze who danced to the beat and vibes of the song.
Apart from the main music video, audiences will be treated to four behind-the-scenes videos that include conversations with the artistes about their experiences in making this unique project possible. Directed by Shai, the video also features Tan Wei Tian who is the youngest opera singer in Singapore and Mark Ong, a leading Singaporean sneaker designer who has added a personalized touch to the video by showcasing his quirky artwork on sneakers.
