Singapore Tourism Board collaborated with DJ NYK to launch ‘Panchi Befikra’
The Singapore Tourism Board (STB) has collaborated with popular visual artist, producer, radio host and coach DJ NYK, aka Nikhil Sahani to launch “Panchi Befikra’, an animated Lo-fi music video. This is part of STB’s continued effort to be agile, bold and creative in its destination marketing approach to deliver innovative consumer engagement activities that respond with evolving consumer trends.
The quirky and fun music video features an animated version of DJ NYK with his cat and Singapore’s popular chilli crab on a sidecar exploring the iconic spots of Singapore including Marina Bay Sands, Gardens By the Bay, Joo Chiat Road, National Art Gallery and Jewel Changi Airport to the groovy beat of DJ NYK’s Lo-fi music-based song. This music video draws inspiration from the desire to travel and brings the Singapore destination to its Indian audiences in a new and reimagined way, allowing music lovers to experience Singapore phonically and visually. Through this video, STB aims to tap the growing popularity of the Lo-fi genre which was trending during the pandemic and has continued to be a favourite form of music for the millennials, owing to its soothing and relaxed beats. Lo-fi music songs are a collection of natural sounds and real time noises that offer a real social experience and lend a good escape from boredom staying indoors.
Speaking about the collaboration, Raymond LIM, Area Director India (New Delhi office), International Group, Singapore Tourism Board, said, “This unique Lo-fi music video with a travel theme is timely as Singapore welcomes back Indian visitors to our shores with several major easing of border restrictions and Covid-19 rules which took effect from 26th April 2022. The sweeping changes have made visiting Singapore by vaccinated travellers so much easier without the need for Covid-19 test, Covid-19 travel insurance and doing away with group size limitation, amongst other relaxed measures. Music has the power to transcend borders, cultures and people as it directly communicates with the soul. The Lo-fi music video is a unique way to give travellers an experience of a Reimagined Singapore through the musical lens. I hope the song will strike the right chord with the audience and give them another reason to plan their visit to Singapore.”
Talking about his experience, DJ NYK said, "Creating a song to reimagine travel was a unique experience for me. I was waiting to produce something interesting with Lo-fi for a long time, that’s when the privilege to work with Singapore came about. Music can set the mood and enhance our travel experiences. This is the reason we have a special playlist for our journeys. I hope the audience grooves to the soothing beats of Lo-fi music and enjoy the song as much as I and Ashish Bhat did while creating it.”
The SingapoReimagine reopening campaign in India was launched on 14 March 2022. The campaign seeks to reignite STB’s audiences’ passion for travel through fresh and innovative experiences in Singapore. STB India partnered with St+art India Foundation to create a large-scale outdoor art installation in Chennai titled “Dreams from the Futures” (“Ethirkaalak Kanavugal” in Tamil). This was a cross-culture artistic collaboration between Singapore-based artist Ms. Tina Fung and Indian artist Ms. Osheen Siva. Recently, STB presented a Singapore Experience Zone at the Gin Festival organised by the Gin Explorer’s Club in Delhi. Patrons were served with a specially curated menu of Singapore inspired gin cocktail that evoke in them a connection with the destination to reimagine their next travel to Singapore.
India has been one of the key source markets for Singapore. In 2019, Singapore welcomed 1.41 million Indian visitors, making India the third largest source market after China and Indonesia. There has been strong interest in the Singapore destination among the Indian consumers who have started to plan their visits to Singapore, bolstered by the easing of easing of border restrictions and Covid-19 rules in Singapore. The Singapore Tourism Board is optimistic of a strong tourism recovery from the India market starting with the peak summer travel season and into the second half of the year.