KYOORIUS ADVERTISING AWARDS - Creativity For Good (Brand Led Campaign)

Memory Karaoke - Viacom18 - MTV India JPG
Memory Karaoke - Viacom18 - MTV India MP4 2m:06s

Memory Karaoke
Brand: MTV India
Client: Viacom18
Entrant: Ogilvy India

Memory Karaoke - MTV India - Viacom18

Brass Elephant

Entry Title: Memory Karaoke
Brand: MTV India
Client: Viacom18
Entrant Company: Ogilvy India
Description: Background:

There are 6 million+ elderly Indians living with Alzheimer's in India.
Medical research from Harvard, amongst others, has shown that important information when combined with music, helps those living with early Alzheimer's and Dementia retain information.
However, unless the information in the songs can be personalised for each patient and their condition, the same won't be of much help.


MTV Memory Karaoke, in association with ARDSI, is a one-of-its-kind online, customisable karaoke that brings the power of personalisation to aid retention and recall in those with early Alzheimer's. The website which is to be accessed by caregivers of the affected member, features customisable songs based on information commonly forgotten in such cases. Once the caregiver enters critical personal information as lyrics of the customisable songs, the website uses advanced AI & machine learning to create a personalised track for every visitor to practice daily with their caregiver.

The idea was launched in World Alzheimer's Month on 28th September, 2021 and is on going.It was launched with a website, and the communication for the same was done across MTV's social media channels.


MTV had never won an award from the ‘Indian Academy of Neurology’ till MTV Memory Karaoke won the ‘2021 National Neurorehab Initiative of The Year’. This included a monetary grant for the cause of Alzheimer's. All this within 50 days of its launch.

Within hours of its release, the campaign got immediate international endorsements from various experts including the CEO of Alzheimer's Disease International.

The ability of this customisable karaoke to help patients with early Alzheimer’s was endorsed by doctors in big Indian hospitals like Fortis, Raheja and more, as well as by the President of Indian Academy of Neurology.

Memory Karaoke has been included in training curriculum for therapists.

It has featured in various national & international seminars on Alzheimer's.

So far:
Campaign reach: 59.44 million
Minutes spent on the website: 19,841+
Earned PR: 7.3 million INR
Company Credits: Ogilvy India
Company Credits: Vanilla Films
Individual Credits: Harshad Rajadhyaksha, Chief Creative Officer.
Individual Credits: Kainaz Karmakar, Chief Creative Officer.
Individual Credits: Sukesh Nayak, Chief Creative Officer.
Individual Credits: Akshay Seth, Executive Creative Director.
Individual Credits: Chinmay Raut, Group Creative Director.
Individual Credits: Akshay Seth, Copywriter.
Individual Credits: Akshay Seth, Song writer
Individual Credits: Chinmay Raut, Art Director.
Individual Credits: Sushma Vivek Singh, Senior Vice President
Individual Credits: Prithvi Shetty, Client Servicing Director
Individual Credits: Amberisch Gawaskar, Account Director
Individual Credits: Roopesh Shah, Senior Vice President (tech)
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