Ray Ban Never Hide Sounds: What’s Wrong With It

There are two parts to the campaign. One is to find new amateur talent and give them an opportunity to be showcased via a public voting and a final gig with Pentagram; which is good since NH7 points out it’s been a while that something like this has happened. The other is the activation programme, which is being handled by Rolling Stone India, across eight cities where they’re having three bands perform in a public space. Good exposure, I’d say, for these local bands. But there’s something wrong with the activation. At least I’d say so for the Pune gig.

Just because a bunch of youngsters are found roaming about a mall doesn’t mean you put up a full fledged band on the stage in the middle of the mall. If the band is any good, the acoustics will play devil’s advocate and mess up the band’s sound. But then, just like how the locals need to be educated about the food they experiment with, there’s education needed when it comes to new music as well. And a bad acoustic setup screws it all up. That is if education was one of the points. Else, like yesterday, you’ll see folks tapping their feet and head banging to, well, how can I put this delicately? Crap.

If you do need to put a band in the middle of the mall, why not an unplugged session? The reverb produced by the mall interiors should go well with it.

A setlist that’d preferably suit the crowd at a mall?

Or if it is about promoting new talent, host a gig at High Spirits or Hard Rock Cafe?

No. We’re a ‘cool’ brand and we want to sell our Aviators and Wayfarers.