This month, MTV and Ogilvy launch “Memory Karaoke” to empower people with early-onset Alzheimer’s disease


Music has the power to heal. For example, MTV, in collaboration with Ogilvy, launched Memory Karaoke, an inspiring initiative to help people with early-onset Alzheimer’s disease cope with memory loss. Emphasizing how “forgetting is not funny”, Memory Karaoke, a custom-made karaoke, will feature four songs, based on information commonly forgotten by people in the early stages of Alzheimer’s disease. With these songs intended to be performed daily with caregivers, MTV hopes to alleviate their suffering and raise awareness of this progressive disease which currently has no cure.

India has 5.91 million people with some form of dementia, including more than 65% of people with Alzheimer’s disease in 2021(1) and by 2030, more than 7.6 million people could be affected by dementia and Alzheimer’s disease (2).

In an attempt to create a deeper impact and remove social stigma across geographies and reach a wider population, MTV has also joined forces with nonprofit groups, the Alzheimer Society of India. and Related Disorders (ARDSI) as knowledge partners for this initiative. . ARDSI, which is affiliated with Alzheimer’s Disease International (ADI), is active throughout India and is recognized for its selfless work, which includes providing specialized care services to people living with Alzheimer’s disease. MTV will leverage its widespread presence, giving wings to initiate and empower professionals, students and caregivers during Alzheimer’s month. Additionally, as part of this initiative, MTV has also incorporated physicians to raise awareness and educate the masses about the disease.

Custom-created karaoke tracks will allow the person, family and caregiver to sing songs that contain important details about the person such as home address, name, meals, etc. While they hum while the lyrics appear on the screen like in karaoke, over time the person will be able to remember their information in a pleasant and musical way. Written by Ogilvy, the songs are composed by musical genius Komorebi, an alternative electronic band from New Delhi, and the musical baby of Tarana Marwah, an Indian composer, singer-producer and instrumentalist, who also lent her voice for the tracks. on Memory Karaoke when her grandmother was also living with Alzheimer’s disease. Additionally, to elevate the mood and maintain the humor, MTV collaborated with a young comedian to educate and raise awareness.

Anshul Ailawadi, Head of Youth Music and English Entertainment at Viacom18, said: “Music is nothing short of windfall for everyone. MTV Memory Karaoke takes this very role of music to the next level by making a small but significant difference in the lives of those affected by Alzheimer’s disease and their caregivers. At MTV, we are honored to have the opportunity to be a part of this initiative.

“Music is a therapeutic tool for the mind, body and soul. Memory Karaoke will be a pleasant and functional aid for people with early-onset Alzheimer’s disease. Remember. Remember, ”said Vidya Shenoy, integrative therapist and dementia care specialist, general secretary of ARDSI.

Akshay Seth, Group Creative Director, and Chinmay Raut, Senior Creative Director at Ogilvy Mumbai, said: “Growing up, we all saw how much easier it became to retain new information every time it was set on a your. The same being true for people with early-onset Alzheimer’s disease, we wanted to create a platform where the songs could be personalized by the family member by entering important information about the affected member in the form of lyrics. Memory Karaoke offers personalized songs for you to practice daily, allowing for better retention and recall over time. The mission is to introduce an enjoyable daily ritual that takes away frustration and helps the caregiver and the person in the early stages of Alzheimer’s disease eventually sing in a way that is comfortable for them.

“Memory Karaoke is very close to our hearts. We strive to put technology to work to make life easier. It was a perfect opportunity to put technology into action for people living with Alzheimer’s disease and their caregivers. We’re proud of how our team have used AI in creating customizable karaoke videos to help improve memory through music. This project has given all of us at Ronin Labs a vision of what technology can be for all of us. We are both honored and touched by this opportunity to work with MTV, Ogilvy and ARDSI, ”said Sumeet Basak, CEO and Co-Founder of Ronin Labs.

In this Alzheimer’s Disease Month, MTV and Ogilvy invite you to sing along, because “Forget is no fun”.

The microsite:


  1. Alzheimer’ss and Related Disorders Society of India (ARDSI)
  2. Dementia in India 2020 Report published by Alzheimer’ss and Related Disorders Society of India (ARDSI)

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