The Maestro, Ilaiyaraaja says yes to #digitalindia, #digitalmedia collaborates with Facebook and Arre, exclusively Mindshare joins hands as strategic partner

ANI | Updated: Oct 03, 2017 18:02 IST

New Delhi [India], Oct 3 (ANI-NewsVoir): Music unites. Music inspires. Ilaiyaraaja, Isaignani, as the master is called lovingly, has united and inspired generations with his spellbinding work across Tamil, Telugu, Kannada, Hindi, Malayalam, English and many others.

The reclusive saintly master, known, over the decades, for his humility and unique skill in having mastered and disrupted the art form is all set to disrupt all over again choosing to tell this unique story to a whole new digital generation via the Facebook platform, which looks at this initiative as a regional-global story straddling millions of Ilaiyaraaja fans and music communities across a swathe of geographies and interests and Arre, the new multi-genre, multi-format digital destination. Joining this initiative is Mindshare, whose specialised content solutions arm Content+ is working with Arre to tell this important story using their deep-rooted expertise and understanding of consumers across the globe.

This 'digital-first' film, will play out first on Facebook and Instagram platforms and Arre and Arre platforms. Arre has recently launched its music vertical, Arre Earworm, and has also entered the Tamil market and will soon be launching originals in Tamil.

Ilaiyaraaja or Raja Sir, as he is fondly called, has a pan India and international fan base that till now have been fed with basic facts and statistics of his illustrious career.

This 'digital-first' film will be a cinematic recreation of his unique and inspiring story. True to the nature of the medium and the genius of the artist, Arre is in the process of collaborating with domestic and international creative talent to create what will be a path-defining moment for music and media.

The Maestro, Ilaiyaraaja, said, "I come from a small village and have had no formal training in music or any classes from the masters of Indian classical music. Yet, somehow, music flows through me like the natural flow of water or the flow of breeze. Music has done much more for me than I have for music. Music has made me, Ilaiyaraaja. I am looking forward to sharing my musical journey with all my fans and music lovers on Arre and Facebook."

Sriram Bakthisaran, strategic advisor and close confidante of the Maestro said, "This is a unique and prestigious collaboration of partners of repute; Facebook, Arre and Mindshare, which befits the stature of the Legend and the true potential of his journey." (ANI-NewsVoir)

iocl