MPL’s ‘Takash Takash’ – A Melodious Ode to Carrom’s Nostalgia
In a country where memories are often woven with games played during summer vacations, Carrom stands out as a cultural touchstone, invoking feelings of nostalgia and togetherness. MPL, the leading gaming platform, recognized the sentimental value of Carrom in the hearts of Indians and embarked on a creative journey to capture this sentiment in a music video campaign titled ‘Takash Takash.’
The Resonance of Carrom in Indian Culture
Carrom, a game that transcends age and background, is synonymous with the simplicity of joy. From friendly matches with family to competitive games with friends, the distinctive sound of Carrom pieces striking each other echoes with memories of carefree childhoods. MPL, having launched the online version of Carrom, sought to create a campaign that not only introduced the digital adaptation but also celebrated the cultural resonance of the game.
Crafting the ‘Takash Takash’ Music Video
At the heart of this campaign is the music video, a visual and auditory journey that taps into the essence of Carrom. The unique sound of the Carrom pieces, the ‘Takash Takash,’ served as the inspiration for a musical composition that would evoke a sense of familiarity and warmth. MPL collaborated with its in-house creative team to conceive and execute a campaign that brings forth the varied experiences of playing Carrom across India.
Capturing the Diversity of Carrom Enthusiasts
The ‘Takash Takash’ music video is more than a promotional piece; it’s a tribute to the diverse tapestry of people who share a love for Carrom. The montage film seamlessly weaves together visuals of individuals playing Carrom in different corners of the country, reflecting the universal appeal of the game. Whether in bustling cities or tranquil villages, the joy of Carrom is a thread that binds people across India.
Innovative Screenplay and Motion Graphics
To engage the modern audience, MPL employed an innovative approach in the screenplay, mirroring the flow of a Carrom game. The music video unfolds with dynamic motion graphics and a stylized edit, creating a contemporary and visually captivating experience. This not only resonates with the nostalgia of traditional Carrom but also appeals to the sensibilities of the new-age target audience.
Published in India in December 2023
The ‘Takash Takash – Music Video Campaign’ was unveiled in December 2023, making waves across India. Created by MPL’s in-house ad agency, the campaign spans multiple media formats, including Audio, Digital, and Film, and features a single, impactful media asset.
Conclusion: Celebrating the Spirit of Carrom with MPL
In a digital age, MPL’s ‘Takash Takash’ campaign successfully bridges the gap between traditional cultural sentiments and contemporary gaming experiences. By paying homage to the cherished memories associated with Carrom, MPL has not only introduced the online version of the game but has also created a harmonious connection between the past and the present. The ‘Takash Takash’ music video stands as a testament to the enduring appeal of games that have shaped the collective childhoods of millions, fostering a sense of unity and joy.
