Hyundai Motor India has released an innovative music video which does not feature any traditional musical instruments. Instead, the 'Drive Mein Junoon' music video has been composed from 118 sounds derived from the Elite i20. The music video celebrates the success of the hatchback in India and features Arijit Singh.
The music video has been composed by utilising sounds made by pulling the handbrake, engaging the wipers, turning the indicators on and off, opening and closing the doors, revving the engine etc. The carmaker has stated in an official release that this unique song was recorded in just a single day.
Commenting on the music video, Clinton Cerejo, the music director said, The challenge was to derive sounds from the car and create a song without using any other instruments except car sounds and voices. At the same time I had to ensure the track was modern and has an instant appeal to the modern discerning Indian. I'm really happy because when I hear the finished product I feel we achieved both objectives."
When working with car sounds which are mechanical in nature, the goal was to infuse a life like quality to them and give the car a personality and make it come alive. The car was more than cooperative and I myself was amazed at the sheer range of sounds I was able to extract from the Elite i20. It's like the car was literally my co-composer on this one. I hope the viewers have as much fun watching this video as we've had creating it," he further added.
Hyundai has said that it will be organising different contests and activities around the song to further engage its audiences. The carmaker also intends to continue creating innovative content to connect with its customers.