ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
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Category
Experiential Audio
Annual ID
OA22_EX003B
Description
MTV 'Memory Karaoke', in association with Alzheimer's & Related Disorders Society of India (ARDSI), is a one-of-its-kind online, customisable karaoke that brings the power of personalisation to music therapy, thus aiding retention and recall in those with early Alzheimer's. Created with the help of experts - the website, which is to be accessed by the patient's caregivers - features customisable songs based on information commonly forgotten in such cases. These include home address, names of relatives, important life events and daily activities.
Using data creatively is at the heart of Memory Karaoke. 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, thereby aiding long-term retention and recall. The patients, in the company of the caregiver, need to practice the songs daily, resulting in long term retention and recall.
The campaign was launched during World Alzheimer's Month.
RESULTS:
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’, awarded by the Indian Academy of Neurology. 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: 10,590+
Earned PR: 5.2 million INR
2022 Awards
Total Points: 6
Bronze Award
Credits
Agency
Ogilvy Mumbai / India
Production Company
Vanilla Films / Mumbai
Ronin Labs / Pune
Post Production Company
Ogilvy Mumbai / India
Art Director
Chinmay Raut
Writer
Akshay Seth
Chief Creative Officer
Harshad Rajadhyaksha
Kainaz Karmakar
Sukesh Nayak
Creative Director
Akshay Seth
Chinmay Raut
Executive Creative Director
Akshay Seth
Group Creative Director
Chinmay Raut
Account Director
Amberisch Gawaskar
Client Servicing Director
Prithvi Shetty
Song writer
Akshay Seth
Sr Vice President
Sushma Singh
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