Isaignani Ilaiyaraaja who has composed for over 1,000 films during the span of his career has now composed for a corporate brand – Hindustan Coca-Cola Beverages (HCCB).
This is the first time that Maestro, as he is called, has composed a corporate anthem. The news was shared by the company recently.
“It has taken Dr Ilaiyaraaja forty years to find time and compose music for a corporate, and we are just blessed that he did it for us, ” Kamlesh Sharma, Chief Communication Officer at Hindustan Coca-Cola Beverages (HCCB) said in a press statement.
The HCCB anthem begins with a soft and mellifluous tune on the flute, before extending into a visual of India that melds the traditional with the contemporary.
The video also has Prathap Suthan, Founder and Chief Creative Director of the agency BangInTheMiddle, and Rajeev Raja, Founder and Soundsmith at Brandmusiq discussing the tune and their experience of having worked with Ilaiyaraaja.
This tune was composed at Prasad Studios in Chennai, where the composer is known to have composed most of his music. Recently, however, it was revealed that the studio and the composer were not on good terms, with the studio denying him permission to work from their premises.
Directors Bharathiraja, Naam Tamilar Katchi leader Seeman and a few others had visited Prasad Studios last week to resolve the issue.