The concept and video created in association with popular southern YouTube channel – Put Chutney resonates with the sentiment -‘first step to victory is to fight.’
Association of Chartered Certified Accountants (ACCA), a body of professional accountants – has unveiled its new music video in India, urging students to find their career choices rather than succumbing to pressures of taking up careers in mainstream fields viz. engineering, medical degrees.
ACCA tied up with Tamil rap group Tupackeys and Super Singer fame Soundarya to create this rap titled ‘Believe in yourself – You are a topper– “A ROCKSTAR”. The concept and video created in association with popular southern Youtube channel – Put Chutney resonates with the sentiment -‘first step to victory is to fight.’
Created for the Tamil audience, this rap song is the second initiative taken by ACCA in the digital space to reach out to the aspiring youth. Earlier ACCA had created a satire to engage with youth in association with TSP (The Screen Patti) in their Baap ki Adalat series. The video highlighted the plight of students who chose a different career path other than the ones prescribed by parents. The video received 1.8 million views.
“As lakhs of students move one step closer to choosing their career path after the completion of their 12th / 10th Board exams, they are often riddled with stress as they have to choose between their parents’ advice and their own dreams. Given this, we wanted to create an anthem to help students empower themselves and nudge them to fight for their passion and what better way to connect with the youth these days than rap,” exclaimed Pooja Seth, Head of Marketing, India, ACCA.
Deloitte, in its report Digital Media: Rise of On-demand Content has noted that nearly 75% of urban youth in India consume online media. It also notes that out of the total time spent on digital media by youths, 21% of the time is spent on audio and video entertainment. A KPMG & Google Study revealed that Indian language users have an adoption rate of 90% of digital entertainment, second only to chat applications.
Added Pulkit Abrol, Regional Head of Marketing & Planning, Emerging Markets, ACCA, “Given the shift to consuming online content especially on mobile by the youth in India, we believe that this was a timely opportunity for us. Our brand believes it’s important to encourage debate on this complex yet memorable journey of career choices. Despite living in a world that is converging, Music and poetry (rap) offers a platform to connect beyond borders and diversity, signifying its ability to carry a social change message with impact. Collaborating with recognised Tamil superstars who are equally interested in this debate, the right partnership formed between our teams – both Tupackeys and Soundarya felt it is necessary to talk about this issue and the end result is something ACCA, its students and future members are proud of. We are encouraged by initial results and will be continuing to engage audiences with such relevant and insightful messages across India working with collaborators such as Put Chutney.”