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Naina Chaar
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== Development ==
The exclusively online initiative by Sony Music, of which the song was a part, was titled 'Project Resound' and it marked the first collaboration between veteran Indian singers Shreya Ghoshal and Kailash Kher, who were asked to share their knowledge about music genres and Indian languages.〔 'Upgrade your ears' was the tagline of the project, and according to Sony, its principal target was to make the youth generation aware of the different qualities of music that they hear on their headphones.〔(【引用サイトリンク】url=http://www.radioandmusic.com/content/editorial/news/project-resound-emphasises-importance-good-quality-music-sony-india#story )〕 Thereby, "Naina Chaar" was recorded as a promotional song for Sony Headphones. Regarding this, Sanjeev Jasani, senior vice-president of OgilvyOne, stated in an interview— "We understood early on that no product advertising could achieve our client's objectives. Sony wanted to target music lovers who were listening to music on-the-go. Also, the company observed how closely young music lovers follow their music idols. The power of recommendation commanded by celebrities can be leveraged only when the brand message is not all about pushing products."
The mission was aimed at presenting a pristine form of music through their vocal and musical abilities, which was beyond the boundaries of the music of Bollywood or filmi music. It was also decided that the singers' collaboration would be recorded in series and presented in the form of an episodic documentary, such that music lovers too could experience the process of composing music.〔〔〔(【引用サイトリンク】url=http://www.sony.co.in/microsite/homeaudiovideo/project.html )〕〔(【引用サイトリンク】url=http://lighthouseinsights.mobstac.com/sony-indias-project-resound-social-media-casestudy.html/?utm_source=rss&utm_medium=rss&utm_campaign=sony-indias-project-resound-social-media-casestudy )〕 Finally, a web concert featuring both the singers was planned in which the full song would be officially unveiled.
Kailash Kher, who has written and composed "Naina Chaar", described it as 'a rustic song with earthy lyrics'.〔 Besides the web episodes and web concert, Sony also introduced other engagement activities like quiz on the journeys of both the singers, AR app from Ghoshal and Kher greeting fans and sharing signed photographs and an online voting system for the selection of songs to be performed at the web concert.〔 A new microsite was also launched by Sony for their home audio-video products.〔(【引用サイトリンク】url=http://www.lifestyleindia.info/upgrade-your-ears-web-concert/ )〕 In an interview, Sanjeev Jasani commented— "Kailash sings at a very high octave and Shreya signs at a lower octave with a much softer voice which helped the project to bring in two different sets of music experience for the ears of the music lovers."〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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