Mumbai: Leading tyre maker MRF has rolled out an online platform that allows people to combine their zeal for motorbikes and music in a unique way - mixing the recording of raw biking sounds, casting it as music and sharing this passion with the world.
By allowing powerful sounds from motorbikes to be crafted into music, MRF has used this unique platform as part of an ongoing campaign for its new range of tubeless tyres, MRF NV, designed for high performance in categories above 150-cc.
The company's digital agency Experience Commerce has delivered this on www.mrfnv.com that went live Dec 3. Since then, it has evoked more than 20,000 entries, and has exposed around 60,527,579 people to the campaign,
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For a biker, the deep rumble of an engine or just the sound of a Bullet passing by sets the pulse racing. The thrill and passion of a bike ride is incomplete without the engine's engine roar, or the tyre screeches. This has been drafted as music aimed at the 18-30 age group.
"The MRF NV MIX campaign was born out of a compelling insight - the sound of the bike is like music to the biker's ears", said Sandip Maiti chief executive and chief creative officer at Experience Commerce.
"From the thump of a Harley Davidson Street 750, to the scream of the KTM Duke, we knew that the live recorded sounds used on this project would be a delight to motorcycling fans."
The sounds from four different bikes -- KTM 200 Duke, Royal Enfield Classic 500, Yamaha R15 and Harley Davidson Street 750 -- were recorded with the help of special studio equipment.
The sounds are now a part of eight different loops of interesting music.
The four-week celebration that ends next week calls all bikers, auto geeks and music lovers to go log on and start creating their mix. The console lets one choose from a wide variety of biking sounds, which would be mixed with a base track.
There are four base track -- Rock, EDM, Hip-hop and Bollywood. The generated audio track can then be downloaded or shared.
"This campaign has been one of our most innovative campaigns ever," said Koshy K. Varghese, executive vice-president for marketing with MRF,
"Who could have imagined that bike sounds could actually create music? This initiative is a bold new move for us and demonstrates the thrilling and passionate ride that MRF NV series of tyres could offer its riders."
Urvashi Patole, founder of the first all-female motorcycle club The Bikerni, and Suhail Chandhok, popular actor and cricketer, have spun some great mixes and shared it on Twitter, encouraging their followers to experience this musical thrill.
Taking keen interest in making her own music on MRF NV Mix, Rutavi Mehta, Founder at Photokhata, says: "I can be a DJ of my own and create music which I can cherish during riding."