Bollywood actors Radhika Apte, Vikrant Massey, Aparshakti Khurana and Fatima Sana Shaikh have come together to encourage people to be productive during the lockdown through the music video “#AageKiSoch’, which has playback star Jonita Gandhi rapping for the first time. The music video aims at encouraging the youth to spend this time at home productively and engage in activities that will upskill their knowledge and prepare them for the new world post COVID-19.
Written and composed by reality show Dil Hai Hindustani 2 winner Akshay Dhawan and Shashwat Singh, the music video also features Naveen Polishetty, Anto Philip, Shantanu Maheshwari, Rohit Raj, Karan Tacker, Abish Mathew, Akansha Ranjan, Elnaaz Norouzi, Naser and Vineeth.
Talking about her experience, Radhika said, “These are trying times for all of us, going through a global pandemic. #AageKiSoch encourages people to utilise this time in the best possible manner and work on their skills. I can now focus on learning something new which I have wanted to for a while. It’s a forward looking idea, so once the lockdown is over, you’re all set to take on the world. I’m glad that I could be a part of spreading this message.”
To this, Vikrant added, “This global pandemic has broken the monotony of our lifestyle. The initiative — #AageKiSoch, encourages people to make the most of this time. It could be pursuing a long-due hobby or developing and mastering a new skill, something to keep your morale up during these tough times. This exercise will reduce panic and also help people to emerge as a new and fresh version of themselves.”
Fatima said that the “most challenging part during this time is staying indoors and keeping our morale up,” adding, “I believe it is essential we utilise this time to bring out the best in ourselves. It’s been a wonderful experience to be a part of this campaign with so many talented artists, and their infectious energy translated into the video as well.”
The number is created by Edtech major upGrad and Big Bang Music, and the the video is conceptualised by Big Bang Music and KWAN along with the higher education company upGrad. The three video renditions for the same song have been conceptualised, written, shot and edited in all of 72 hours, being directed remotely on video calls.
