Delhi youth screams its way into music by rock band Parikrama for Indian blood donation drive

JWT has launched a blood donation campaign for Indian charity BloodConnect by teaming up with a local rock band in Delhi.

Blood donation booths were set up around Delhi on 8 August 8, and each booth played songs by Parikrama songs. Young donors were invited to scream while giving blood, and their howls were recorded and added to a new version of ‘Screaming town’, one of the band’s most popular songs.

The new song was launched at a concert at IIT Delhi the following day, and all donors were given free entry.

The campaign is based on the premise that if two per cent of India’s young people donated blood twice a year, the country’s blood shortage could be solved.

Tay Guan Hin, JWT’s Southeast Asia ECD, said: “Screams are often connected with fear, shock and pain. But more often than that, they express sheer excitement, delightful surprise and pure joy. This idea lets youth participate with India’s most famous rock by screaming while they donate. By turning their screams of fear into screams for rock and roll we strongly believe it will significantly drive up donation numbers in droves.”

“Our ultimate goal is to put an end to the blood shortage in India. And we believe that this cannot be achieved without the unconditional support and participation of the youth,” said Utkrash Kawatra co-founder of BloodConnect.

“We’re thrilled to be working with Parikrama on this project. Their music radiates tremendous energy and exuberance, and charges young hearts with the passion to do something meaningful and worthwhile,” he said.

The campaign resulted in collecting enough blood to save around 1,600 people, according to the agency.


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