One can muzzle it. Quarantine it. Socially distance it. But there’s no defeating it.

And it is precisely this message that forms the DNA of the latest content project to roll out of the Digital Dogs shop floor.

Khimji Jewels and Digital Dogs collaborate with musicians from across the world to spread a message of hope and love. When was the last time you discovered something about what your love, loves? Our current circumstances may be forcing us to stay indoors. But it is also giving us unlimited opportunities to spend quality time and space with the ones we love. The loves of our lives.

Khimji Jewels, a jewellery and lifestyle brand that always promises its audiences to be with them through good times and not-so-good times, is putting its money where the music is.

The brand, together with Digital Dogs Content and Media, has collaborated with artists and musicians across the UK, Kazakhstan and India to create original music that intends to spread a global message of hope, faith and love. Bringing it all together is PressPlay Collective, a Chennai and Los Angeles based production house with teams across continents and capabilities.

The idea was conceived by Digital Dogs Content and Media – a creative, design and media venture set up in 2020 to authentically reflect the spirit of our times. The venture aspires to move real people in real ways through the power of authentic content that has something real to say.

Says Nishit Nanda, Director, Khimji Jewels: We as a brand have always stood for a lasting promise. A promise to always partner our audiences through thick and thin. In these challenging times, it was obvious that the brand needed to send out a message. An authentic message of optimism and the power of the human will that defeats all adversities eventually. The COVID19 situation is not just a state or country crisis. It is a global crisis. And we wanted to send out a message to everyone globally that we are in this together. And we will emerge victorious together as well.

Digital Dogs has worked with cinematographers, directors, musicians and composers across the world to bring this project to light. And sound. Says Anjali Rawat, Co-Founder and Director of Design Thinking, Digital Dogs: When we began to realise the full scale of what the world is going through, we had to build an idea that was not just big but also big on heart. Speaking of which, we thank our client and their bigness of heart to sanction something of this scale and impact. Music is the best salve. It soothes and heals and also gives hope. With #DiscoverYourLove, we have attempted to achieve just this.

The plan is to ‘drop’ one music video regularly in order to create a continuing sense of serendipity. And build a content led programme that explores various aspects of discovering what one’s loved ones love.

Ambarish Ray, Co-Founder and CEO, Digital Dogs wraps it up: The human spirit is a teflon dog. You can’t kill it easily. And it is exactly this message that we wanted to broadcast to the whole world. The unifying power and healing potential of music is limitless. As a venture, our blood is poured into what we do. And what we do has to be authentic. Bleeding raw, if need be. But 100% authentic. And we are hoping that this music album, this labour of collaborative hope and love called #DiscoverYourLove – that has brought together jewellers, marketers, musicians, tech nerds and social creators, will be able to bring more people from across the world together.

Check out the music video here.

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