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upGrad, Big Bang Music Inspire India’s Youth To Upskill In Lockdown Period With #AageKiSoch Anthem

| Published on April 22, 2020

Spending time at home during lockdown doesn’t have to be boring, not if you keep yourself occupied in learning some new skills. We all are getting so much extra time and brands are encouraging everyone to use this opportunity to invest in life-changing skills.

With a similar aim, Edtech major upGrad and the new age pop culture label Big Bang Music have come together and launched #AageKiSoch anthem. As a part of this campaign, three music videos have been made, featuring popular celebrities including Radhika Apte, Vikrant Massey, Aparshakti Khurana. The anthem has been written by Akshay Dhawan and composed by Shashwat Singh, the campaign also features singing star Jonita Gandhi rapping for the first time.

Conceptualized by upGrad to drive the productive habit of learning from home during quarantine and produced by Big Bang Music & KWAN, the videos bring together an eclectic mix of pop culture icons across Film, Music, Corporate, TV & Comedy for the upskill anthem. Interestingly, these videos have been conceptualized, written, shot, edited in all of 72 hours and directed remotely on video calls.

Not only this, the influencers in these music videos are trying to convey the message to maximum people and are urging their friends to “Bahar Nahi, Ab Tu #AageKiSoch”. The idea is to make people prepare for the future and by doing the right things during these crucial times. Using rap has worked well for the campaign as it takes the stress off the minds of audience by entertaining them.

“World over, life will now be viewed as a comparison of before and after the virus scenarios and we all need to prepare for that!” said, Gaurav Wadhwa CEO & Co-Founder, Big Bang Music.

Considering this, it is the best time to make people realise the importance of upskilling and use this ‘forced’ time.

Talking about the campaign, Mayank Kumar, Co-Founder and MD, upGrad said “With this upskill anthem, we want to encourage people to stay home and use the time meaningfully to enhance their skill set which otherwise would have parked in their to-do list.”

“Upskilling is essential for the youth and the working professionals so that they can smoothly bounce back to their careers or make a new transition once we resume to our regular lives,” he added.

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