ZEE and Yamaha Reimagine Anthem with Sa Re Ga Ma Pa

ZEE Entertainment Enterprises Limited and Yamaha Motors India have joined forces to breathe new life into Yamaha’s iconic ‘The Call of the Blue’ campaign through an extraordinary partnership with the contestants of the beloved music reality show, Sa Re Ga Ma Pa. This collaboration stands out as a groundbreaking moment, as talented participants from across India infuse their unique styles into the anthem, creating a fresh, emotionally powerful experience that resonates with millions of viewers across ZEE’s network, including ZEE TV, ZEE Tamil, and ZEE Telugu.

For the first time ever, Sa Re Ga Ma Pa contestants were challenged to compose and perform their renditions of a brand anthem, going beyond traditional promotional strategies. The result is an innovative synergy that celebrates the universal power of music to connect and inspire. By intertwining Yamaha’s adventurous spirit with the contestants’ artistic energy, the collaboration brings the brand’s core values of freedom, passion, and brotherhood to life through music and storytelling.

The impact has been monumental, with the campaign reaching approximately 25 million viewers across ZEE’s platforms. The electrifying performances have captured the attention of music lovers, especially younger audiences, amplifying Yamaha’s message of adventure and individuality. Contestants’ creative interpretations of the anthem mirror Yamaha’s values, transforming the collaboration into a celebration of artistry and individuality, rather than mere brand placement.

Ashish Sehgal, Chief Growth Officer at ZEE, highlighted the campaign’s success, stating that ZEE remains at the forefront of innovative integrations that bring brands closer to audiences. He emphasized the seamless alignment between Yamaha’s adventurous ethos and the raw, creative energy of Sa Re Ga Ma Pa contestants, which has resulted in an impactful and memorable campaign that deeply resonates with viewers.

Vijay Kaul, General Manager of Marketing at Yamaha Motor India, shared a similar sentiment, celebrating the shared values of freedom, passion, and self-expression between motorcycles and music. He noted how the contestants’ renditions captured the thrill of the open road, connecting with audiences on a profound level and energizing the anthem with vibrant, youthful energy.

The partnership also garnered praise from Aman Kochhar, Chief Growth Officer at Motivator India, who commended the contestants’ ability to understand and deliver the brand’s essence through their performances. He emphasized how the campaign seamlessly integrated Yamaha’s identity into the content, forging a genuine connection with younger audiences.

As Yamaha’s The Call of the Blue anthem continues to strike a chord with viewers nationwide, this collaboration reaffirms the power of fusing music, storytelling, and brand values. Both ZEE and Yamaha look forward to building on this creative partnership, promising more impactful and unforgettable experiences in the future.