ACCA’s new Music Video urges students to unlock their potential


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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