Amalgamating fashion and music

Though music has been used by innumerable brands for marketing purpose, Qyuki and Flipkart made an attempt to go beyond the normal and have ultimately come up with a first-of-its-kind 360-degree fashion music video with Spatial Sound. Titled 'Mera Joota Hai Japani', this musical features the digital superstar Arjun Kanungo.

In this all-around immersive experience, the song uses a refreshed rendition of the classic hit. Besides its unique lyrics and feel, the video gives us a glance of the trends that are popular among the consumers. Commenting on the phenomenal response from the people and the association of Qyuki with Arjun Kanungo, Samir Bangara, the founder of the brand says, "If you want to connect fashion with a male singer who is popular among the youth, the choice would be unanimous. Since we partner at multiple levels with Sony Music – who manages him, the decision to feature Arjun Kanungo as the lead in this video was clear from the start."

On the other hand, Arjun, who finds working in the video as challenging but equally fun says, "The execution of the concept was pretty amazing since we had only a day to shoot and pull it off. The whole team did such a fantastic job. I had to learn some basic dance moves but the challenging part was doing it exactly the same 4 times.

If you watch the video, each side has me in different clothes doing the same exact steps."

Appreciating the work of Ishq Bector, who composed the music for the video, Arjun says that he did a great job considering the song is a classic and indeed it's controversial to remake classics these days. "People are quick to criticize. There is no harm in re-creating the original songs provided they are done well. But I think lately, people are doing it for the heck of it and ideally; that should be avoided because remaking a classic while being a great opportunity is also a huge responsibility," said Arjun, who is currently shooting in Japan.

The singer, who was critically appreciated for his debut single 'Baaki Baatein Peene Baad', is all set to surprise his fans with his upcoming projects.