Anything for A.R. Rahman

AR Rahman reveals the secret behind 'SuperHeavy'

2011-09-09T06:55:00.001-07:00

MUMBAI: Two-time academy award winner and music connoisseur AR Rahman, is one man who has crossed the east-west divide and has bought world-wide fame and recognition to Indian music. Rahman, who has become a name to reckon with in Hollywood has recently formed a band ‘SuperHeavy’ with international legends Mick Jagger, Dave Stewart, Joss Stone and Damian Marley.
“‘SuperHeavy’ is a band of different influences and each one of us have a distinct style. All five of us have together bought very different influences to the table,” says Rahman.
The group has released two singles ‘Miracle Worker’ and ‘Satyameva Jayathe’ which have been huge hits, and the much awaited album of the band is slated to release world-wide on 19 September. Rolling Stones legend Jagger along with the group has crooned in Sanskrit verses for second single ‘Satyameva Jayathe’. “It was a great experience. The idea had been in my head for a while now – since a few years! Then when Mick said that they wanted to incorporate something Indian, I played it and instantly everybody connected to it. It didn’t take long to put it together – some 15 minutes and the album had a Sanskrit song in it,” beams Rahman.
The name of the band ‘SuperHeavy’, sounds very historic and iconic as it comprises of five international legends. Rahman asserts, “When we were jamming together for the SuperHeavy track, suddenly I saw an interview where Dave said that the word SuperHeavy was inspired by Mohammed Ali. In the beginning it sounded a bit over the top and pompous, but when we actually composed the song SuperHeavy we realised that the word was very spontaneous and so we decided to name the band after it. Now we are habitual to the name ‘SuperHeavy’ and I feel good about it".
Rahman's earlier international collaborations include The Pussycat Dolls, Akon and a star-studed second version of Michael Jackson's 'We Are the World'. The world raises a toast to this sheer musical genius as he has played a very crucial role in representing Indian music on the world map. “I think the world is going through a great change of connecting cultures not only through the electronics medium, internet but also music. Indian music is definitely being recognized at a global level,” quips the musical maverick.

Hands of Musical King

2011-09-05T05:49:00.000-07:00

Smiling A.R. Rahman :)

2011-09-02T08:01:00.000-07:00

ROCKSTAR

2011-09-02T06:39:00.001-07:00

A.R. Rahman with Ex. Chief Minister of Tamil Nadu :)

2011-09-02T06:25:00.001-07:00

Some things in life are not planned: AR Rahman

2011-08-28T22:33:00.001-07:00

"At the end of 2008, a lot of dark things happened in my life. I lost my sound engineer and we had floods in Chennai. I was going through a lot of stress in my work. At that point of time, I got a call from Dave Stewart asking, ‘AR, would you be interested in collaborating with Mick and me?’ So I thought, ‘Anything to get out of here at this point,’ Some things in life aren’t planned,” says Indian music legend AR Rahman, who’s teamed up with musicians Mick Jagger, Stewart, Joss Stone and Damien Marley to form the music group, SuperHeavy.

But even before Jagger announced the formation of the band in May this year, recordings were well underway in LA, having originally started in 2009. “The time we had in the studio was full of excitement, enjoyment, innovativeness — so different from how it generally works for me. Usually, I just lock myself in a room, make my music and only when I think it’s ready, do I show it to a second person. But here, it was a different situation altogether. In one zone, there would be beautiful smells, scented candles and a piano in an almost angelic atmosphere, and on the other side, you’d smell marijuana.”

Just before India’s Independence Day, SuperHeavy released its second single Satyameva Jayate... Adds Rahman, “A long-standing dream of mine was to take one of the morals of Indian culture, which is Satyameva Jayate (truth alone triumphs) and make it into a song. I thought it would be historic if Mick, Joss, Damien, Dave and I could come together for a song like this, which is iconic in a way. When we started working on the song, I didn’t have any lyrics other than Satyameva Jayate. Later, we filled in the lyrics, and we added the choir to make it more epic.”

SuperHeavy’s first album hits store shelves on September 19, and Rahman has managed to add one more song to the album with an India reference: “Apart from Satyameva Jayate… there is also a romantic number called Mahia…”

The Grammy winner is currently working on Alex Kurtzman’s Welcome to People and a DreamWorks Studio animated movie, tentatively titled Monkeys of Mumbai. His upcoming Indian projects include Imtiaz Ali’s Rockstar and Rajinikanth’s Rana.

Kyun Ki – Radha Roy

2011-08-26T06:46:00.001-07:00

RADHA ROY, a wheelchair user, the other singer to perform with AR Rahman at the Awards, greeted me with a shy smile. She was clearly overwhelmed by the fact that she was going to share the stage with Mr. Rahman and was breathless with excitement! As she sang a song from the movie “Kyun Ki” I was captivated by her beautiful voice. No wonder Mr. Rahman had a special word of praise for Radha. Here’s my tête-à-tête with her.

How do you feel about singing with Mr. AR Rahman?
When I heard that Mr. AR Rahman had liked my voice and that I was selected, I was spellbound. It is a thrilling, exciting, dream come true experience for me. Mr. Rahman is one of the top music directors and when he asked me about performing with him in Chennai, I was literally jumping for joy! I had only three days to practice and I have been practising for almost 8 –10 hrs each day. I feel privileged and obliged for getting this opportunity.

How and why did you take up singing as a profession?
I was born and brought up in Kolkata. I finished my BA in Political Science (Honours) at the Loreto House College. I realised my potential for singing when I was selected to perform at a musical concert in school. My voice was appreciated by one and all and I started learning music. I have been training in light classical music from Ustad Sarfaraz Ahmed Khan, son of Padmashree Ustad Fayyaz Ahmed Khan of the Kirana Gharana. When I went to Mumbai for treatment (I have Insulin Resistance syndrome that resulted in Secondary Muscular Degeneration), I happened to meet Salman Khan through a friend. That was the turning point in my career. Salman Khan introduced me to music director Himesh Reshmmiya and “Kyon Ki” happened. I got an opportunity to sing the title track for this Hindi movie along with Udit Narayan.

Do you see this opportunity as a big step forward in your singing career?
To be a good playback singer is my desire and ambition and I am hoping that this association with Mr. Rahman will be a significant milestone in shaping my career. Tell us about your family. My parents have been my pillars of strength and my mother is the guiding light in my life. She insisted that I complete my education and she was also the one who didn’t bat an eyelid when we had to take the decision to move to Mumbai from Kolkata for pursuing my career in singing. Loreto House College, where I did my graduation, is one of the most prestigious and disabled-friendly colleges in Kolkata. My college understood my disability and provided me with a lot of help. Teachers would come home to help me catch up with my studies and the principal was also very cooperative. I was also awarded a Certificate of Merit for commendable effort and personal courage by the University of Calcutta. My being a wheelchair user has never been a barrier for me to achieve what I have always dreamt of. With Mr. Rahman playing the grand piano, Radha sang “Tu Hi Re” from the movie “Bombay” and “Jiya Jale” from the movie “Dil Se” during the Awards celebration. She surely won the audience’s heart by singing a few verses in Tamil as well. I quickly caught up with her as she was leaving the stage. Still overwhelmed by the experience, perhaps, but Radha stopped to answer my question…

Mick Jagger’s new supergroup never rehearsed

2011-08-25T22:47:00.001-07:00

London: Mick Jagger says he found working with his supergroup, which also has Indian composer A R Rahman, a totally new experience because the band never rehearsed or met properly before they started writing material.

Mick Jagger formed SuperHeavy with Dave Stewart, singer Joss Stone, AR Rahman and reggae superstar Damian Marley.

He said that the creative process was a change from working with Rolling Stone, revealing they didn`t practice together before recording, reported Sun online.

"It was very different because we didn`t know the people really well, we didn`t rehearse and we didn`t have songs written. We just sort of sat there, looked at each other and started playing," said the `Sweet Thing` hitmaker.

And Jagger is adamant the non-rigid recording sessions created the best songs.

"That`s why I love that one because it was just a jam and we just kind of made it up as we went along and the lyrics sometimes went with the melody at the same time," he said.

Radio Mirchi & A.R Rahman spread the spirit of Independence with ‘Satyameva Jayathe’

2011-08-24T00:38:00.001-07:00

The brilliant yet modest musician, composer and singer charmed Mirchi listeners with his passion for music and his devotion to it.

Mirchi listeners were presented with an exclusive treat when the Oscar winner A.R Rahman was on air on Radio Mirchi and presented his fans with his latest offering ‘Satyameva Jayathe’! The music virtuoso chatted about his latest single with RJ Jeeturaaj on ‘Hi Mumbai’, the album and his band ‘Superheavy’.

‘Satyameva Jayathe’, which translates into ‘Truth always triumphs’, is an iconic and mellifluous offering by A.R Rahman. In a frank tete-a-tete with RJ Jeeturaaj, Rahman said the revered words captures the essence of India. Superheavy is a band with a heady mix of five super talented artists of the Indian and international music industry – A.R. Rehman, Mick Jagger, Joss Stone, Damian Marley and Dave Stewart, all of whom loved the meaning of the song.

The brilliant yet modest musician, composer and singer charmed Mirchi listeners with his passion for music and his devotion to it. Rahman gave a warm thank you to his fans when he said, “I am extremely happy that people have loved my new band ‘Superheavy’ and this album. I am sure ‘Satyameva Jayathe’ will be well-received by everyone!” Music truly knows no boundaries. His fans and Mirchi listeners were thrilled when they heard that a British lady complimented Rahman on the song and told him she loved it.

If you missed this interview of A.R. Rehaman, you can catch him again on Independence Day across the day on 98.3 FM. You can also catch the patriotic ‘Satyameva Jayathe’ which will be played exclusively on the Mirchi airwaves till 20th Aug!

Tune into Radio Mirchi 98.3 FM to listen to the song and evoke the fervour of patriotism!

Superheavy - Tracklisting

2011-08-22T23:17:00.000-07:00

SuperHeavy
Unbelievable
Miracle Worker
Energy
Satyameva Jayathe
One Day One Night
Never Gonna Change
Beautiful People
Rock Me Gently
I Can’t Take It No More
I Don’t Mind
World Keeps Turning
Mihaya (Bonus Track)
Warring People (Bonus Track)
Common Ground (Bonus Track)
Hey Captain (Bonus Track)

I spoke to my wife after getting Golden Globe: Rahman

2011-08-22T23:09:00.000-07:00

This is Kamla Bhatt; today my guest is A R Rahman who is being nominated for three Oscars for his work in Slumdog Millionaire. He is the first Indian music composer to be nominated for three Oscars. In 2005, Time Magazine listed the musical sound track from his first film Roja as one of the top 10 movie sound tracks of all time. A R as he prefers to be called is also one of the top selling recording artist in the world.

Welcome to the show A R.

A R Rahman: Hi, nice to be here.

Kamla: So, when you won the Golden Globe, who was the first person you called?

A R Rahman: I text from my agent Sam Schwartz's Blackberry to one of my friends to tell my wife. Because we were sitting there and phones were not allowed and I think they saw it on TV.

Kamla: After you got out, whom did you call then?

A R Rahman: I spoke to...Oh I forgot too many awards. I spoke to her after I came out.

Kamla: What was your reaction when you got nominated for the Oscars? Where were you?

A R Rahman: I was with my family. Actually I was in Chennai and we saw these three nominations for director, best film and stuff. My agent Sam Schwartz called from Los Angeles (LA), he said did you see those three nominations? I said yes directors, no, he said music nominations three and then I was like really surprised and that it was great news.

Kamla: Why should you be surprised after you got the Golden Globe?

A R Rahman: Surprised because we entered two songs and on both the songs we got nominated. It is a big deal. Also the score...it is actually ... it is not a very conventional kind of score and even the songs become score in most of the places, and blurring the line between score and songs. I did not analyze all those. Initially I did not even think I should submit it because and then they said no, everything becomes a score together in a platter. So, you never see, you never analyze and you never calculate things sometimes creatively, but it happens.

Kamla: And was Danny Boyle surprised?

A R Rahman: He was thrilled actually, yeah. I could not go for the premier to Mumbai because I was all prepared and suddenly had to finish of Dilli 6 pre-commitment. So, I could not attend the premier and I was stuck in Chennai and doing the stuff.

Kamla: Now is it true the Dilli 6 has been postponed because of all the Oscar buzz and you being in LA?

A R Rahman: I have finished almost 60% when I came and I am going back tomorrow to finish the other portion. So, I think we have done, the background score is almost over.

Kamla: A quick question about Jai Ho. Where did you come up with the idea of getting different sounds, you have Spanish, you have Hindi, and you have English? How did you compose that Jai Ho?

A R Rahman: Well. I think it was almost like a celebration. I do not know, it was just that we wanted to do a crazy song and because this song was already choreographed for another kind of song. So, I wanted to write an original song and sometimes you get this instinct and you just go with it.

Kamla: Tell us about Slumdog Millionaire, how surprised are you by the success and why do you think it succeeded?

A R Rahman: I think first of all the optimism and the hope of the film, which we all need; all of us are in trouble. When I saw the movie I loved that aspect. When I came out of the film, I felt positive not like depressed or felt why I went to this film and not that kind of stuff, which is great. And it is not a normal film where you just see a usual thing it enriches your intellect and makes you think and it takes you for a roller coaster ride. I loved the screenplay and there are so many things, which I liked. It is good to see that two points, which are proven in the film, is that there are no stars in the film at all and it shows that any film made well can have its own fame. So, it shows that feeling like empathy, love and everything is universal you know the way you can relate to it and that is what I felt.

Kamla: You mentioned to Danny Boyle that the movie reminded you of Sawshank Redemption.

A R Rahman: Yes.

Kamla: I asked Danny Boyle that question he says I do not know you need to ask Rahman that he said.

A R Rahman: Why I told that is ...It is probably -- there is a parallel that, there is so much of suffering there and how life is mean to this family, these two brothers and how in that again when he comes out he feels so good. So, that is the same kind of feeling I felt in this. I said this is it man that you have done in a very different way, but that is how I feel. So he could not get it, why you are saying that film.

Kamla: Do you think in some ways it is -- you were also able to empathize with the movie and the characters because of your early experience, the struggles that you went through as a child and a teenager?

A R Rahman: I think that everybody goes through something and in a way yeah. I took it as a universal feeling and not as a personal thing, but also these days you see so many suicides happening after the recession, after business collapses. There is always hope, I think, and whenever something goes wrong there is probably three times better things going to come in future and we also... We need to have that hope in our mind that something better is always there for us in the future and never loose hope. We always think about the present and think how, what will happen. Tomorrow is never the same and either it may be the good or it may be the bad, but it is never the same. It is different definitely than what we think. Of course if we follow and if we go on probably the right path and then we can probably foresee what is going to come tomorrow, but at any time the future is bright.

Kamla: What kinds of music do you listen to? How do you relax?

A R Rahman: How do I relax? I come here to L.A.

Kamla: And what do you do in L.A. when you come there?

A R Rahman: I am just getting up at the right time in the morning, sleeping at the right time, eating right food.

Kamla: But seriously how do you relax though?

A R Rahman: I relax when I do music too. It is no work kind of thing. It is, I think, we are in a profession, which is very satisfying at least so far, and you are doing stuff and then that itself is like a therapy for us.

Kamla: Now, what does the Golden Globe award mean to you?

A R Rahman: I do not know. Probably after a year I will look back and know what it means to me. It gave a reason for celebrating along with so many Indian people there. Well, that is a great thing. Because after all those Bombay mishaps and the horrible things, which happened and Sridhar passing away and there was a flood inside my studio and all those stuff. You know after this incident, I don't know why it came from my heart that I want to share this with one billion people here. And somewhere I think it is a great moment to rejoice with all the people rather than take it as a personal victory. I thought it is a great moment to share with all of them. So that was good, that was memorable. It is going to be a memorable moment in my life.

Kamla: So, after the National Film Award that you got in 1992, is this next most significant thing?

A R Rahman: Yeah, I would say because even that was a surprise and nobody ever, never expected when I made Roja that I would get the National Award, an award which old people get. I was 23 or 24 years old and in my first film I got a National Award. It was a great surprise. In fact a lot of people said don't you think it is too early for you and you lose your motivation to do more music.

Kamla: And then so how did you answer then?

A R Rahman: I don't know. They gave it to me and I am enjoying it.

Kamla: So, how are you preparing yourself mentally for the Oscars?

A R Rahman: Oh God. I don't even think about it. I am just enjoying these days now. So, just probably two days before I will get all tense up and then think about it.

Kamla: There have been reports that you may be performing along with Sukhvinder?

A R Rahman: Well, we do not know yet what the scene is, what they want. I am just going to have a meeting and decide.

Kamla: And what about the news that you are going to be working with the Pussy Cat Dolls?

A R Rahman: Nothing confirmed yet. I think if something is there, I will let people know.

Kamla: OK, so nothing has been confirmed. Let me ask you about "Jai Ho". There is an interesting story about that song.

A R Rahman: The whole music of Slumdog Millionaire was done very secretively. I did not tell anyone that I was doing this film. One main reason for the whole thing is, since I was doing so many other films I wanted to become -- this is the first time I am working with a director like Danny Boyle who is so reputed and stuff. I did not know that how well we are going to vibe, whether he is going to accept the music I am making for him. There were too many question marks. So, nobody not even writers or nobody knew about which film I was scoring. Even the musicians did not know. I was just doing stuff. Only me and probably Sridhar knew about it. And only when Toronto Festival happened and the film got a great review, they saw my name and they said Oh! You did music of that film. There were too many speculations over too many things like this song is from that film and all that stuff which is all false. I want to make that very clear. So, all the music in this film was made for this film and that is very important.

Kamla: OK, so how did you get to work with M.I.A? Whose idea was it? Was it yours or Danny Boyle's?

A R Rahman: It was Danny's idea that both of us should do something together and we met in London and finished the track.

Kamla: How was it working with her?

A R Rahman: She is great and because I admire her work also and she also wanted me to write something a year back.

Kamla: Coming back to the Oscars and the Golden Globes, what was it like sitting in the same room as people like Clint Eastwood, Danny Elfman, Hans Zimmer, and James Newton Howard ...people that you probably wanted to meet?

A R Rahman: Aahh. I think everybody has that little Oh my God. Oh my God. He is there, he is there. Actually when I first came in to L.A. for this whole thing, for the promotion of Slumdog Millionaire in December, first trip I had, I met Hans Zimmer, and then Danny and then Howard, I met Alexander. So, I think after that I got used to all of that. We are in the same room and Oh yes, it is Clint Eastwood, hi! How are you?

Kamla: Oh so you spoke with them?

A R Rahman: Yes I spoke to Spielberg too. All of them loved the film. After that you kind of lose that childlike. Oh yes, he is in there -- sort of excitement that OK, hi how are you?

Kamla: So, who is that one person that you have not met and that you would like to meet?

A R Rahman: I met almost everybody. I met Peter Gabriel, whom I admire. Then I met Sting also during the Golden Globe and so almost all of them.

Kamla: If you do win the Oscars, how is that going to change your life?

A R Rahman: I do not know, let me win it. And then let us see if something changes. It will definitely be a great honour if we get one of those.

Kamla: Whether you win or not your life has changed?

A R Rahman: Yeah.

Kamla: Because I am assuming that you are going to get offers from Hollywood now?

A R Rahman: Yes, I am not jumping the gun, I just want to make sure that I put the energy from the right thing because now it is all over the place like lot of offers, lot of different collaborations and all coming now, but they want to make sure that there are only certain thing I can handle properly and you know all those things.

This is Kamla Bhatt, you were listening to A R Rahman, tune back in for part two of our conversation where A R talks about his journey from Kodambakkam in Chennai to Hollywood. And as always thank you for tuning in.

Trinity College London includes Bollywood music in its syllabus

2011-08-21T23:37:00.001-07:00

The international success of AR Rahman's Oscar-winning music in Slumdog Millionaire has prompted Trinity College, London to include Bollywood and Indian classical music in its curriculum.

"We are changing our syllabus to keep it fresh, relevant and contemporary. It should reflect global trends and including Bollywood music is a way of doing that. This brings inclusiveness in our repertoire," Sarah Kemp, chief executive of the Trinity College, told said during a visit to Kolkata.

"Bollywood music has been catapulted to centrestage. The international success of Rahman's music has a very important role in bringing Indian music to the world platform," Kemp said explaining the reason behind change in the syllabus.

Under the new syllabus which began this January, Bollywood music has been included in the electronic keyboard section of the music examination.

The college has also started to test the interest of its global students in Indian classical music.

"Under a pilot project in London, we have offered Carnatic music of south India to some of our students. Depending on the feedback we might include Indian classical into our syllabus permanently," Nick Keyworth, chief examiner of music of the college, said.

Overall, the focus was on rock, pop and jazz which were hot favourites among students, he said. In music, assessments were offered in piano, violin, viola, cello, classical guitar, plectrum guitar, keyboards, flutes, recorders, singing and drumkits.

The Trinity College delivers around 500,000 assessments each year worldwide, out of which 36,000 were from India.

It is a leading international examinations board providing qualifications in the English language and performing arts including music, dance, drama and speech.

Present in over 60 countries all over the world, the pan-India network has over 30 centres.

The best ever corporate anthems

2011-08-19T23:13:00.000-07:00

Slumdog Millionaire composer AR Rahman has penned a chord heavy number for Indian car company Hero Honda. But it's got nothing on PriceWaterhouseCoopers's hip-hop track – or accountants Ernst & Young's gospel tune

AR Rahman is the composer best known for the Oscar-winning soundtrack to Slumdog Millionaire. These days, though, it seems he is experimenting with genre: his latest work, released last week, is a corporate anthem for the Indian car company, Hero Honda. Set against searing strings and guitar chords, Rahman's track reassuringly tells us "there is a hero within us all".

It's subtle. But not subtle enough to break into G2's pantheon of favourite corporate anthems, all five of which can teach Rahman a thing or two about nuance. With lyrics, for instance, such as "We create, we innovate/We pass the ones that are late", KPMG's power ballad Global Strategy has that polished turn-of-phrase that Rahman's effort lacks. Indeed, a bit more oomph to its mellow synths and Global Strategy might have scaled our rankings even higher.

As it happens, it's pipped into fourth by PricewaterhouseCoopers's Downright Global, a powerful rap that utterly disproves David Starkey's theory of street music as a force for evil: "Innovation, imagination,/Fascination, total global integration/PricewaterhouseCoopers, PWC!" The roots of hip-hop, right there.

Next up: computer security giant Symantec, which has achieved what many thought to be impossible – combining anti-virus technology with motivational soul music. "We got you personal firewalls/Security is where we stand tall," runs one couplet that daringly eschews traditional scansion in favour of a looser, freer meter. Rahman, take note.

But originality is not everything. Silver goes to Ernst & Young, the accountancy firm whose cover of the Edwin Hawkins Singers' Oh Happy Day may be derivative, but positions them firmly – and fittingly, you might say – within the gospel canon. "Oh happy day," they sing, "Oh happy day/When Ernst & Young showed me a better way." And what a happy day it was when they penned this anthem.

Not as happy, admittedly, as when McKinsey released the corporate anthem to end all corporate anthems. "There is a dream," sing McKinsey, "A dream that's ours: we're gonna be the best R&R in the world." Precisely what this means is never clear – and therein lies its genius: layers of meaning that AR Rahman can only dream of.

Hero's story takes the anthem route with AR Rahman

2011-08-19T09:05:00.001-07:00

To mark the launch of its new corporate brand avatar, Hero MotoCorp has launched a communication created by Law & Kenneth that makes use of the statement, 'Hum Mein Hai Hero'.

In what is one of the largest rebranding efforts in recent times, two wheeler brand Hero MotoCorp -- the new avatar of Hero post its split with Honda -- has unveiled an advertising campaign positioned around the thought 'Hum Mein Hai Hero'. The campaign, created by Law & Kenneth and released on India's Independence Day (August 15), has stories of individuals in India who conquer what seem to be impossibilities, to unearth the hero within themselves.

Towards the end, the voiceover concludes that Hero continues to make Indians proud of their individuality, and that brand Hero Honda is now christened Hero.

Anil S Nair, chief executive officer and managing partner, Law & Kenneth, says, "We had to marry the legacy of the brand's past, with the future plans at Hero MotoCorp. The tonality of communication has shifted from collectivism to individualism."

By this he means that 'Desh Ki Dhadkan', what Hero Honda rode on all these years, was about a whole set of Indians collectively, while 'Hum Mein Hai Hero' is more about every Indian finding his individuality, his sense of self. And, the brand connect arrives in the form of Hero finding its own individuality sans the Honda expertise.

The campaign is also spurred on by the fact that Hero MotoCorp soon plans to be a global entity, representing India in various countries. "This is an attempt to allow consumers to co-create the brand, unlike other rebranding attempts that have the consumer in 'awe' of the brand," adds Nair. Here, the idea is to get the brand to be at par with the consumer and capture the real emotions of people, instead of having slick stories. Therefore, real people instead of actors have been selected in the execution of the film, such as a real-life gymnast girl, or a boy who is actually a dancer.

The 120-second film has been directed by Anurag Kashyap and Robby Grewal, and produced by Red Ice Productions, while the anthem has been composed by A R Rahman.

The communication is based on an emotion, rather than a product proposition. Rahul Nangia, creative director, Law & Kenneth, adds that when faced with the brief of Hero launching on its own steam minus Honda, it was wise to go with 'consumer' stories (of their connection with the brand over the last three decades or so), rather than a larger-than-life brand story.

"The idea is to reflect big and small challenges that we overcome every day, without even realising that we are doing something extraordinary." Here, the role of the brand will be to 'catapult' -- a partner to help people achieve that self-belief.

The media mix for this rebranding exercise includes television, press, radio, outdoor, digital media (including social networking) and soon, user-generated content.

Heroic enough?

The commercial is largely well-received by the ad industry folk. Samit Sinha, managing partner, Alchemist Brand Consulting, gives a spin to the whole affair when he says that there are two elements to an effective branding strategy -- uniqueness and relevance. "I would score it low on the former, but high on the latter," he says.

Elaborating on the first one, he says, "This seems to be a variation of its erstwhile 'Desh Ki Dhadkan' theme, which by itself was very close to the Hamara Bajaj campaign of the late 80s/early 90s, which apparently was 'inspired' by Chevrolet's 'The Heartbeat of America' campaign that was running roughly around the same time in the US. So, as far as the theme is concerned, one has been there, done that."

Secondly, he says that the twist in the theme is an indication of 'there's a hero in all of us', as exemplified by small acts of heroism by millions of ordinary Indians in their day-to-day lives. "It is relevant as it attempts to connect the brand name 'Hero' to the lives of ordinary Indians, without stretching credibility or indulging in overt machismo, which has never been the brand's territory," Sinha adds.

Jitender Dabas, vice-president and head, planning, McCann Erickson, remarks, "I like the expression 'Hum Mein Hai Hero'. It is strategically a correct chord to strike with the India of today."

Dabas further feels that for an Indian company with ambitions to become a multinational, it can create the right sense of pride amongst both external, as well as internal stakeholders. He also feels that the thought has a huge potential that can be explored across all the different platforms (such as cricket and music) of Hero MotoCorp's presence.

"Also, for a two wheeler brand, the line stokes the spirit of 'hero' in the rider, which is the most potent emotional space in a predominantly masculinity-driven category," he further explains, "And, the execution does lend scale to the thought, while A R Rahman's composition adds to the stature."

In conversation with AR Rahman

2011-08-19T08:59:00.000-07:00

AR Rahman insists he’ll never stop composing for India, even when busy making music internationally.

It’s your 20th year and such exciting work is coming from you. Was it all planned?
No it wasn’t. It’s been a while that I’ve been doing the one thing that I truly love the most, which is composing music, and I have enjoyed every bit of it. I feel blessed and humbled that people have loved my music. Nothing would be possible without their acceptance.

From Roja to 127 Hours — these 20 years trace your journey from Bollywood to Hollywood. And you are ruling the roost in two industries simultaneously.
Whatever little I have achieved, I thank Allah and my fans for that. But I don’t think it is right to say that I’m ruling industries. I’m in the industry to entertain people and experiment with music — ruling it has never crossed my mind. No one can rule the industry. It’s dynamic and every day, exciting talent is bursting into the scene, which I find is really exciting. I’m continuing to learn more about music — it’s an ocean and you can never really say that you know everything. I’m grateful that I’m still living and making music among the greats.

What is your prediction for our industry?
It’s an age of convergence and as time goes by, more and more Indians will stamp their name globally. There is a great deal of respect for our music abroad. They love the kind of work we produce in India because it’s rich and diverse. The West wants that, but we have to retain our Indian-ness. That’s our USP. The buzz of India is strong in the West and they are educating themselves more and more about our music.

Don’t your achievements put pressure on your kids?
I want my children (Khadijah, Rahima, and Aameen) to make their own name and write their own destiny, and I’m sure that they will do it. Right now, I’m just giving them a childhood they deserve and I hope that they never feel any pressure. I hope they give their 100 per cent in whatever they do.

You are shy, and so is your family. Does everyone just hate the spotlight?
We are normal people. We don’t really deserve to have the spotlight on us all the time. I compose music for films and by the grace of God, I’ve got a few awards. That’s it. We don’t let ourselves ever forget that the most important thing is family, and we want to keep it that way. I don’t want to expose my personal life. It’s best that people know me for my work. My family doesn’t want to be surrounded by cameras. We want to live like any other family.

Your wife Saira Banu has been truly inspirational. How much credit do you give her for your successful career? Your mother too played a great hand in shaping your values...
She is my pillar of strength and I’m always at peace because of her. I’m always assured that she will always be there, taking care of everything. It is because of her that I have been able to achieve whatever little I have. My mother (Kareema) is someone from whom I have got my spiritual bent. The person I am today is because of her. She went through a lot of hardship while raising me (Rahman’s father, composer RK Shekhar, died when Rahman was just nine. The family would rent out his instruments to make a living) and she has instilled her values in me. She is our guiding light.

Apparently, you are too expensive for Bollywood.
That is not true. Indian films are my first love and I can never turn them down just because of money. I did not come into the industry for money and I never will do that.

The industry also feels that you are inclined to do more Hollywood movies these days.
Because of my world tour and other commitments, I haven’t been able to dedicate too much time here. But I will never quit composing for Indian films. I cannot think of doing work only in Hollywood and passing films from here. There is no truth to it.

You are expanding your music school, we hear?
There are plans to have a bigger campus and innovations on what we could do with our course. But it’s too early to talk about it.

2011-08-19T07:35:00.000-07:00

CASSETTE LABEL :
Universal Music

RELEASE DATE :
August 2011

BAND :
SuperHeavy (A.R.Rahman, Mick Jagger, Dave Stewart, Joss Stone, Damian "Jr Gong" Marley

Miracle Worker - Chris Lord-Alge Radio Mix

Publisher Information:

Dave Stewart: Fab World Music (BMI). Administered worldwide by Songs of Kobalt Music Publishing. Damian "Jr Gong" Marley: Biddah Muzik Inc. (ASCAP).

Joss Stone: Joss Publishing LTD (BMI/PRS). Administered Worldwide by Songs of Kobalt Music Publishing. A.R.Rahman: KM Musiq Ltd / Universal Music Publishing (PRS) Mick Jagger: Promopub BV

Written by Mick Jagger, Dave Stewart, Joss Stone, Damian "Jr Gong" Marley and A.R.Rahman

Published by Biddah Muzik, Inc. / KM Musiq Ltd (BMI) / Kobalt Music Publishing / Promopub B.V. / Universal Music Publishing Produced by Dave Stewart and Mick Jagger

Mick Jagger: Vocals and Guitar
Dave Stewart: Guitars
Joss Stone: Vocals
Damian "Jr Gong" Marley: Vocals and Programming
A.R.Rahman: Vocals, Programming, Synths and Piano Shiah Coore: Bass
Courtney Diedrick: Drums
Ann Marie Calhoun: Violin and Strings
Mike Rowe: Organ, Piano, Keys and Synths
Philip James: Synths, Piano and Organ
Engineer: Clif Norrell
Programming and additional engineer: Ned Douglas
Mixed by Chris Lord-Alge of Mix LA
Assisted by Keith Armstrong and Nik Karpen

Miracle Worker - Damian "Jr Gong" Marley Main Mix - Radio Edit

Publisher Information:

Dave Stewart: Fab World Music (BMI). Administered worldwide by Songs of Kobalt Music Publishing. Damian "Jr Gong" Marley: Biddah Muzik Inc. (ASCAP).

Joss Stone: Joss Publishing LTD (BMI/PRS). Administered Worldwide by Songs of Kobalt Music Publishing. A.R.Rahman: KM Musiq Ltd / Universal Music Publishing (PRS)

Mick Jagger: Promopub BV Written by Mick Jagger, Dave Stewart, Joss Stone, Damian "Jr Gong" Marley and A.R.Rahman

Published by Biddah Muzik, Inc. / KM Musiq Ltd (BMI) / Kobalt Music Publishing / Promopub B.V. / Universal Music Publishing

Produced by Dave Stewart and Mick Jagger

Mick Jagger: Vocals and Guitar
Dave Stewart: Guitars
Joss Stone: Vocals
Damian "Jr Gong" Marley: Vocals and Programming
A.R.Rahman: Vocals, Programming, Synths and Piano
Shiah Coore: Bass
Courtney Diedrick: Drums
Ann Marie Calhoun: Violin and Strings
Mike Rowe: Organ, Piano, Keys and Synths
Philip James: Synths, Piano and Organ
Engineer: Clif Norrell
Programming and additional engineer: Ned Douglas
Edited and Mixed by James "Bonzai" Caruso

Satyameva Jayathe

Publisher Information:

Damian "Jr Gong" Marley: Biddah Muzik Inc. (ASCAP).

Joss Stone: Joss Publishing LTD (BMI/PRS). Administered Worldwide by Songs of Kobalt Music Publishing. A.R.Rahman: KM Musiq Ltd / Universal Music Publishing (PRS)

Written by A.R. Rahman, Damian "Jr Gong" Marley and Joss Stone

Published by Biddah Muzik, Inc. / KM Musiq Ltd (BMI) / Kobalt Music Publishing / Universal Music Publishing

Produced by Dave Stewart and Mick Jagger

Mick Jagger: Vocals, Guitar and Harmonica
Dave Stewart: Guitars
Joss Stone: Vocals
Damian "Jr Gong" Marley: Vocals and Programming
A.R.Rahman: Vocals, Programming, Synths, Piano and Fingerboard
Shiah Coore: Bass
Courtney Diedrick: Drums
Mike Rowe: Organ, Piano, Keys and Synths
Phillip "Winta" James: Synths, Piano and Organ
Ann Marie Calhoun: Violins and Strings
Leon Mobley: Percussion
Anna Stafford: Violin
Engineer: Clif Norrell
Assistant Engineer: Nicolas Essig
Assistant Engineer: Paul LaMalfa
Programming and additional Engineer: Ned Douglas
Vocals recorded at Panchathan Record Inn by KJ Singh, Srinidhi Venkatesh and Suresh Permal
Additional Choir recorded at
Panchathan Hollywood Studio, Los Angeles; Engineers: Viviane Chaix, Tony Joy;
Nirvana Studios and Premier Digital Mastering Studios; Engineers: Aditya Modi and Nitish Kumar
Choral vocals arranged by Clinton Cerejo and Dominic Cerejo
Additional Hindi Lyrics by Raquib Alam

Satyameva Jayathe - Radio Edit

Publisher Information:

Damian "Jr Gong" Marley: Biddah Muzik Inc. (ASCAP).

Joss Stone: Joss Publishing LTD (BMI/PRS). Administered Worldwide by Songs of Kobalt Music Publishing. A.R.Rahman: KM Musiq Ltd / Universal Music Publishing (PRS)

Written by A.R. Rahman, Damian "Jr Gong" Marley and Joss Stone

Published by Biddah Muzik, Inc. / KM Musiq Ltd (BMI) / Kobalt Music Publishing / Universal Music Publishing

Produced by Dave Stewart and Mick Jagger

Mick Jagger: Vocals, Guitar and Harmonica
Dave Stewart: Guitars
Joss Stone: Vocals
Damian "Jr Gong" Marley: Vocals and Programming
A.R.Rahman: Vocals, Programming, Synths, Piano and Fingerboard
Shiah Coore: Bass
Courtney Diedrick: Drums
Mike Rowe: Organ, Piano, Keys and Synths
Phillip "Winta" James: Synths, Piano and Organ
Ann Marie Calhoun: Violins and Strings
Leon Mobley: Percussion
Anna Stafford: Violin
Engineer: Clif Norrell
Assistant Engineer: Nicolas Essig
Assistant Engineer: Paul LaMalfa
Programming and additional Engineer: Ned Douglas
Vocals recorded at Panchathan Record Inn by KJ Singh, Srinidhi Venkatesh and Suresh Permal
Additional Choir recorded at
Panchathan Hollywood Studio, Los Angeles; Engineers: Viviane Chaix, Tony Joy;
Nirvana Studios and Premier Digital Mastering Studios; Engineers: Aditya Modi and Nitish Kumar
Choral vocals arranged by Clinton Cerejo and Dominic Cerejo
Additional Hindi Lyrics by Raquib Alam

2011 SuperHeavy LLC, under exclusive license to Universal International Music

Return of the Maestro AR Rahman

2011-08-18T23:24:00.000-07:00

For an established two-wheeler company repositioning itself as a completely desi brand, what better day to unveil your new logo than on Independence Day, and that too with a stirring jingle composed and sung by A R Rahman.

All through August 15, Rahman's jingle - with a soulful harmonica prelude and a catchy chorus - kept one hooked to the TV.

The maestro, who has been busy with this stellar band Superheavy featuring Mick Jagger, has done only a handful of jingles in his career, one of them being for a mobile service provider. His last significant offering - the hugely contentious CWG theme song - is best buried under the pile of scams that the games generated.

The Man Behind SuperHeavy's Satyameva Jayate Lyrics

2011-08-18T08:15:00.001-07:00

MUMBAI: While all are applauding Mick Jagger, AR Rahman and the rest of the SuperHeavy team—Joss Stone, Dave Stewart and Damian Marley—for “Satyameva Jayate,” not many have taken note of the lyricist behind the song—Raqueeb Alam. The talented writer has collaborated with Oscar-winning AR Rahman several times in the past, too, including on “Ringa Ringa” from Slumdog Millionaire as well as other compositions including Ada, Blue and Connections.

“When ARji asked me to write lyrics for this track, I was really happy,” said Raqueeb Alam. “I believed that through this song I could write down what my heart felt and have it reach out to audiences—There is only one God—Satya/Truth—and there is only one religion—Satya/Truth—and if one accepts Truth then they can be successful in life. People aren’t able to find happiness even through earning lots of money but are able to find happiness through finding truth and Lord Buddha is an example of this, so we should join hearts with truth and not break hearts for false happiness. I am thankful to ARji for giving me the golden opportunity to write this historical song.”

More accolades find AR Rahman

2011-08-18T07:45:00.000-07:00

He has conquered the unconquerable and scaled the highest peak in his career; he attributes all praise that comes his way to "inshah allah" - and that's the simplicity of the man we're discussing, A.R. Rahman, who has tuned the world to his music. The 'Mozart of Madras,' as he is called lovingly by his local clan is all set to conquer more accolades.

Rahman's music was nominated for an Oscar for the second successive year for Danny Boyle's biopic '127 Hours.' One of his compositions 'If I rise' from this Danny Boyle film has been nominated for the prestigious World Soundtrack Awards, in the category - 'Best Original Song Written Directly For A Film'.

The awards ceremony is held every year in Ghent, Belgium. This year the awards will be handed over on October 22.

And for those of you who are not sure about what WSA (World Soundtrack Awards) is all about: This awards function was introduced in 2001 and is aimed at organizing and overseeing the educational, cultural and professional aspects of the art of film music, including the preservation of the history of the soundtrack and its worldwide promotion.

There are three main categories for this award ceremony and they are: Soundtrack Composer of the Year, Best Original Score of the Year and the Best Original Song written directly for a film. Rahman bagging a nomination in one of these categories has added more pride to his millions of fans.

Will Rahman win this coveted award thereby becoming the first Indian to bag this award, time will tell. We wish him all the luck for it; post your wishes for this ace music composer in here....

AR Rahman nominated for World Soundtrack Academy Award

2011-08-18T00:18:00.000-07:00

MUMBAI: AR Rahman has been nominated in the best original song category for the World Soundtrack Academy award to be held in October this year.

The composer tweeted, 'If I Rise' from 127 Hours nominated for the World Soundtrack Awards in the category - 'Best original song written directly for a film'. The event will be held at Ghent, Belguim on the 22nd of October.

The other nominees in the original song written directly for a film are: We Belong Together from Toy Story 3, written and performed by Randy Newman; You Haven't Seen The Last Of Me from Burlesque, written by Diane Warren and performed by Cher; Coming Home from Country Strong, written by Bob DiPiero, Tom Douglas, Hillary Lindsey and Troy Verges and performed by Gwyneth Paltrow; I See The Light from Tangled, written by Alan Menken and Glenn Slater and performed by Mandy Moore and Zachary Levi.

Rahman, however, failed to get nominated in the best film score and composer category.