Shankar Mahadevan, composer of the Sanjeevani campaign track – Tika Lagaya Kya, applauds Network18 for the successful culmination of the vaccination initiative.

 

Network18, India’s most diversified media conglomerate, and Federal Bank recently culminated one of their biggest campaigns of the year - Sanjeevani - A Shot of Life. Amplifying its underlying message to one and all, the purpose-led campaign had launched its anthem ‘#TikaLagayaKya’ across all Network18 channels and its digital platforms back in June.

The anthem composer, Shankar Mahadevan also participated in the Telethon held on 12th December, which culminated the campaign on a resounding note. Sharing his thoughts about his anthem and how that has helped people boost their confidence in taking the Covid-19 vaccine, he said, “It’s been nine months since we launched the album and I am extremely nostalgic today as we celebrate the culmination. Initially, the hook line of the song was supposed to be ‘Sanjeevani’, which is a beautiful word for a song, but we wanted to have a very snappy piece of lyrics that people will instantly pick up on. The success of this anthem is because of the teamwork with you all at Network18 and Federal Bank.”

Adding on how the anthem motivated people to take the vaccine, he commented, “There was a lot of speculation out there around the vaccine, and we wanted to encourage people to take the ‘tika’ as it is the way out of the pandemic. I am glad we could help in some way and contribute to this initiative.”

Composed by Shankar Mahadevan, who has also sung the song alongside his sons Shivam & Siddharth and Harshdeep Kaur, the track, penned by Tanishq Nabar, is an earnest appeal to people to get immunized. The three-minute anthem brings a ray of positivity by showing frontline warriors along with citizens across all age groups singing “Jab apni baari aaye, tika laga” (Get vaccinated when it’s your turn.)