HCCB (Hindustan Coca-Cola Beverages) has released its corporate anthem – a piece of music created by the Ilaiyaraaja. This is the maestro’s first composition for a corporate in 40 years, in any part of the world.
That the creator of more than 7,000 songs in 1,000 films, has never composed anything for a corporate entity may come as a surprise.
The anthem that the maestro has composed for the Bangalore based HCCB, bears his signature. It is eminently identifiable as his work.
The tune is simple, registers with the listener instantly, and grows on the individual with every successive rendition. The melody catches attention and the richness of the composition provides longevity. The tune was composed by Ilaiyaraaja at Prasad studios in Chennai.
“HCCB is a pan Indian company, a very large enterprise, which is in multiple
geographies, touches multiple communities and converses with multiple cultures. We also needed our anthem to convey HCCB’s values and the simplicity of our business. We therefore needed a composition which would bring all these things to life. I knew that only Raaja Sir would sum the scale and soul of HCCB with utmost simplicity and purity,” said Kamlesh Sharma, Chief Communications Officer, Hindustan Coca-Cola Beverages.
Beginning with a soft and mellifluous tune on the flute, the anthem gradually extends into a powerful visual of India. In many ways, the music represents the new India, which is traditional and yet contemporary; always on the move, inspiring others and the world in the process.