"The track should be upbeat and catchy, incorporating modern and dynamic elements that resonate with a diverse Indian audience across Tier 1 and Tier 2 cities."
I received a rough edit of the video and composed a skeleton structure to that. Once the video was locked in, I polished the beat by tightening the cues and mixing and mastering the track. I took the following cues into consideration while creating the track:
The overall tone for the track had to be upbeat and energetic. With catchy hook and tabla groove to open with, we set up a positive and optimistic plot to expand upon.
This is suddenly contrasted with hip-hop beats that play during the reveal of the "Loan Ka Load" phrase, evoking a sarcastic, comical feeling. Use of scratch and glitch sounds emphasize the absurdity of the visual.
The introduction of the Loan Genie switches up the beat with a more celebratory four on the floor backed with a catchy an simplistic melodic hook played on the harmonium.
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Posted Jan 15, 2025
Made the music for this campaign using catchy hooks while capturing desi essence of India.