ACCA’s new Music Video urges students to unlock their potential
~Created in association with
Tamil rap group Tupackeysand Put Chutney~
Mumbai,
April 2, 2019:One of the largest bodies of professional accountants - Association of
Chartered Certified Accountants (ACCA) has unveiled its new -music video in
India, urging students to find their career choices rather than succumbing to
pressures of taking up careers in mainstream fields viz. engineering, medical
degrees.
ACCA tied up with Tamil rap group Tupackeys andSuper
Singer fame Soundarya to create this raptitled ‘Believe in yourself – You are a topper– “A ROCKSTAR”. The concept and
videocreated in association with popular southern Youtube channel – Put Chutney
resonates with the sentiment -‘first
step to victory is to fight.’
“As lakhs of students move one step closer to
choosing their career path after the completion of their 12th / 10th
Board exams, they are often riddled with stress as they have to choose between
their parents’ advice and their own dreams. Given this, we wanted to create an
anthem to help students empower themselves and nudge them to fight for their
passion and what better way to connect with the youth these days than rap,” exclaimed Pooja Seth, Head of Marketing,
India, ACCA.
Deloitte in its
report Digital Media: Rise of On-demand Content has noted that nearly 75%[1]
of urban youth in India consume online media. It also notes that out of the
total time spent on digital media by youths, 21% of the time is spent on audio
and video entertainment.A KPMG & Google Study revealed that Indian language
users have an adoption rate of 90%[2]
of digital entertainment, second only to chat applications.
Added Pulkit
Abrol, Regional Head of Marketing & Planning, Emerging Markets, ACCA,“Given the shift
to consuming online content especially on mobile by the youth in India, we believe
that this was a timely opportunity for us. Our brand believes it’s important to
encourage debate on this this complex yet memorable journey of career choices. Despite
living in a world that is converging, Music and poetry (rap) offers a platform
to connect beyond borders and diversity, signifying its ability to carry a
social change message with impact. Collaborating with recognised Tamil
superstars who are equally interested in this debate, the right partnership
formed between our teams - both Tupackeys andSoundaryafelt it is necessary to talk
about this issue and the end result is something ACCA, its students and future
members are proud of.
We are encouraged by initial results and will be
continuing to engage audiences with such relevant and insightful messages across
India working with collaborators such as Put Chutney.”
Created for the Tamil audience, this rap song is
the second initiative taken by ACCA in the digital space to reach out to the
aspiring youth. Earlier ACCA had created a satire to engage with youth in
association with TSP (The Screen Patti) in their BaapkiAdalat series. The video
highlighted the plight of students who chose a different career path other than
the ones prescribed by parents. The video received 1.8 million views.
About ACCA
ACCA (the Association of Chartered Certified
Accountants) is the global body for professional accountants, offering
business-relevant, first-choice qualifications to people of application,
ability and ambition around the world who seek a rewarding career in
accountancy, finance and management.
ACCA supports its 208,000 members and 503,000
students in 179 countries, helping them to develop successful careers in
accounting and business, with the skills required by employers. ACCA works
through a network of 104 offices and centres and more than 7,300
Approved Employers worldwide, who provide high standards of employee learning
and development. Through its public interest remit, ACCA promotes appropriate
regulation of accounting and conducts relevant research to ensure accountancy
continues to grow in reputation and influence.
ACCA has introduced major innovations to its
flagship qualification to ensure its members and future members continue to be
the most valued, up to date and sought-after accountancy professionals
globally.
Founded in 1904, ACCA has consistently held unique
core values: opportunity, diversity, innovation, integrity and accountability.
More information is here: www.accaglobal.com
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