Indian artistes Raja Kumari, Midival Punditz and B-boying crew Radikal Forze are featured in the music video titled ‘Unstoppable’ along with Singapore artistes for Singapore Tourism Board. The Board has partnered with popular music channel, Vh1 India, to launch a music video titled ‘Unstoppable’ featuring both Indian and Singaporean talents. This makes the STB the first tourism board to come out with its own, cross-border collaborative English music video.
India is a key traveller source market for Singapore and moved up a spot to become its third largest visitor-arrival contributor in 2017. Singapore remains a top-of-mind destination for family holidays and STB’s promotional efforts continue to present the country’s diverse and exciting experiences to the Indian family audiences. With an estimated 65% of India’s population being 35 years and under with strong disposable income and increasingly travelling overseas, STB recognizes the importance of reaching out to them. These young adults or working millennials seek immersive, unique and local experiences and Singapore presents a plethora of options.
STB has continuously engaged the different audiences across India through innovative marketing activities, for instance a Bollywood association with Dharma Productions for “Badrinath ki Dulhania” promotions with Paytm, a consumer-facing mall activation in Bangalore and the unique Singapore Weekender with St+art India at Sassoon Docks, Mumbai in November 2017. With this music video, STB forays into a different public space: the world of English music, pop culture and entertainment to connect with the young Indians, who are more adventurous and seek lifestyle experiences when travelling.
‘Unstoppable’, as the title suggests, urges viewers to evoke their experience-and-discover spirit by pursuing and living up their passions. GRAMMY Award-nominated Indian-American rapper, singer and songwriter Raja Kumari, the Chemical Brothers of India ‘Midival Punditz’ and popular Singaporean B-Boying crew ‘Radikal Forze’ have come together to pool their unique talents and common passion for creativity, music, sounds, dance and entertaining audiences. Their artistic collaboration is well in tune with Singapore’s new brand identity – Passion Made Possible.
The music video and complementary behind-the-scenes videos have been shot against stunning architectural backdrops, lush parks and renowned attractions in Singapore.