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Category
Innovation & Transformation / Innovation in Music & Sound Craft
Annual ID
OS22_MS061M
About the Work
Medical research from Harvard, amongst others, has shown that important information when combined with music that has good rhythm, 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 along with experts from Alzheimer's & Related Disorders Society of India has created 'MEMORY KARAOKE', a one-of-its-kind online customisable karaoke that lets caregivers & family members of those with early Alzheimer's personalise songs. The caregivers have to simply add the patient's critical information as lyrics of the track. Then using advanced AI & machine learning, the website creates a personalised song for every affected member to practice daily in the company of their family member.
The website www.mtvmemorykaraoke.com has 4 songs based on commonly forgotten critical information in such cases. Such as home address, names of relatives, important life events and daily meal reminders.
Daily practice of the songs along with the caregiver will help improve retention and recall and also provide a daily mood boost, creating a bonding ritual between the affected and their family.
MTV along with experts from Alzheimer's & Related Disorders Society of India has created 'MEMORY KARAOKE', a one-of-its-kind online customisable karaoke that lets caregivers & family members of those with early Alzheimer's personalise songs. The caregivers have to simply add the patient's critical information as lyrics of the track. Then using advanced AI & machine learning, the website creates a personalised song for every affected member to practice daily in the company of their family member.
The website www.mtvmemorykaraoke.com has 4 songs based on commonly forgotten critical information in such cases. Such as home address, names of relatives, important life events and daily meal reminders.
Daily practice of the songs along with the caregiver will help improve retention and recall and also provide a daily mood boost, creating a bonding ritual between the affected and their family.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Mumbai / India
Client / Brand
MTV / Mumbai
Production Company
Vanilla Productions / Mumbai
Art Director
Chinmay Raut
Copywriter
Akshay Seth
Chief Creative Officer
Kainaz Karmakar
Harshad Rajadhyaksha
Sukesh Nayak
Composer
Eddie & Joshlyn Braganza
Tarana Marwah
Executive Creative Director
Akshay Seth
Group Creative Director
Chinmay Raut
Account Director
Amberisch Gawaskar
Client Servicing Director
Prithvi Shetty
Senior Vice President
Sushma Singh
Senior Vice President Tech & Innovation
Roopesh Shah
Songwriter
Akshay Seth
Tech Partner
Ronin Labs / Pune
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