Marketing

Singapore Tourism Board commissions music video “Unstoppable”, targeting Indian Millennials

The Singapore Tourism Board (STB) has partnered with music channel Vh1 India to produce an English music video titled Unstoppable, utilising the sprawling and varied soundscapes of Singapore’s urban environment as samples in its music production. The video features both Singaporean and Indian talents, and is the first ever tourism board to generate a cross-border media collaboration.

Identifying India as the third largest visitor-arrival contributor in 2017, STB is categorically targeting 65% of India’s population which consists of frequent-travelling Millennials with disposable income. The video features the abundance of different experiences that Singapore has to offer visitors. In combination with the excellent music production brought by Indian fusion musicians Midival Punditz, lyrics from GRAMMY award-nominated Indian-American rapper Raja Kumari, and dance from Singaporean B-Boying crew Radikal Forze. The result is a highly effective music video intended for their target audience.

At the time of writing, the video has acquired more than 4.7 million views on MTV India’s YouTube channel alone.

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