Maestro Ilaiyaraaja takes a walk down memory lane with the Singapore Tourism Board
“Akkarai
Seemai Azhaginiley”, his hit composition 40 years ago for the movie “Priya”,
serves as background score for Isainyani’s experiences in Singapore
Mumbai,
Nov 28, 2018:
The Singapore Tourism Board (STB) collaborated with legendary Indian musician maestro,
Isainyani Ilaiyaraaja for a song video https://www.youtube.com/watch?v=f_Nk3uXOpZw, when he visited Singapore in August
2018 to conduct a sell-out concert for his fans from the region. At the
concert, he performed with a full orchestra, including members of the Budapest
orchestra, one of his iconic songs 'Akkarai
Seemai Azhaginey (English translation: “my heart dances in the beauty of an
overseas metropolis”) from the movie “Priya”. This song was about and filmed in
Singapore and was a hit about 40 years ago.
The STB and its
travel trade partners had the pleasure of hosting Mr Ilaiyaraaja to travel
experiences across the city. Some of the city’s iconic precincts, landmarks and
attractions featured in the video are Gardens By The Bay, Resorts World
Sentosa, Victoria Theatre, Haji Lane, Madame Tussauds, Buddha Tooth Relic
Temple, Sri Mariamman Temple, Little India, Cable car ride and Shangri-La’s
Rasa Sentosa Resort & Spa. The video shows Mr Ilaiyaraaja at various spots
in Singapore, at the concert and snippets from an interview he did where he
spoke about his experiences and long association with Singapore.
Sharing his thoughts about this
unique musical collaboration, Mr. GB Srithar, Regional Director (South Asia,
Middle East and Africa), Singapore Tourism Board stated “It was a privilege to
work with Mr Ilayaraaja to capture on camera his thoughts about Singapore, him
visiting well known places here and using his super-hit song composition from
the late 1970s’ as a background score for the video. It was indeed a rare
pleasure to hear from the legend himself of his admiration for Singapore and
our tourism offerings. Raja sir has a huge fan following in India, especially
in South India. As the STB continues to reach out to diverse audiences from
across India, this collaboration allows us to go regional in our marketing
efforts. We are happy to have Isainyani Ilaiyaraaja onboard in this important
effort to engage the travellers from South India and welcome them to Singapore,
to have their own appreciation of “Akkarai
Seemai Azhaginiley”.
Apart from the main music
video, audiences will be treated to an interview video https://www.youtube.com/watch?v=_4taxtYofgo, where Mr
Ilaiyaraaja talks about his long association with Singapore and how he
considers the city as his second home, having ade multiple visits in the past
four decades. He reminisces about the time spent in Shangri-la’s Rasa Sentosa
Hotel & Spa to compose his iconic orchestration for “Thiruvasagam” and the changes he has seen the Lion city undergo.
He also spoke about “Aarvam Niraiverum”
(Tamil translation of Singapore’s “Passion Made Possible” brand). Another four
thematic videos have been released, showcasing key attractions like Gardens By
The Bay and Sentosa, the city’s cultural diversity and changing landscape. The
videos were produced in partnership with Mr Ilaiyaraaja’s concert organisers
Noise & Grains and Meshana and were directed by a French director Mr David
Montfort.
Singapore has observed
robust tourist traffic from South India. The short three (3) plus hours’ travel
time, increased flight connectivity (nine (9) cities from South India have
direct flight connections to Singapore) and quick weekend holidays contribute
to the strong visitorship numbers to Singapore. Chennai and Bengaluru were among
the top source cities for Visitor Arrivals from India to Singapore in 2017. Cities
like Coimbatore, Trichy, Hyderabad and Kochi also registered growth in traveler
numbers to Singapore.
In 2018, the STB has
undertaken several marketing initiatives in South India. In January, it organised
a consumer-centric mall activity in Bengaluru, featuring the various travel
offerings one can indulge in while in Singapore. In the middle of the year, it
conducted, together with key trade partners from Singapore, an extensive travel
trade roadshow series across cities of Trichy, Coimbatore, Kochi and
Visakhapatnam.
Singapore has always
been a popular international destination among Indian travelers, witnessing a
year-on-year growth in tourist arrivals. Indian travellers, particularly the
younger generation, are increasingly defined by their hobbies and interests,
which are shaping not only their identities but who they relate to and how they
choose to spend their time. These are ‘Passion Tribes’ https://www.visitsingapore.com/en_in/ whose principle
motivation for travel is to fulfil such interests. The STB’s partnership with Mr Ilaiyaraaja helps
to connect with the Passion Tribes of Explorers (who love sightseeing and
discovering places) and Culture Shapers (who seek experiences in arts and
culture)
In
2017, Singapore recorded 1.27 million visitors from India, making India the 3rd
highest contributor of visitor arrivals to Singapore. India also registered the
highest growth at 16% in visitors to Singapore and continued to be the leading
source market for cruise travel.
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