Tarana Marwah has collaborated with MTV for the launch of Memory Karaoke, an initiative to help people with early Alzheimer’s and deal with memory loss.
Musician Tarana Marwah reveals how his grandfather’s eyes sparkle when his mother plays his favorite role Hymns. “He was diagnosed with dementia two years ago. But before that it was his routine to wake up in the morning, eat biscuits with tea and listen to this Hymns. Now, although he can’t get out of bed, we see certain reactions whenever we play them: his fingers move, or he smiles, or his eyes twinkle…” says the webseries’ composer Bombay Begum.
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The musical trigger, she realized, could serve as a powerful memory recall. As part of his Act Comorabi, Tarana has collaborated with MTV-Ogilvy for the launch of Memory Karaoke, an initiative to help people with early Alzheimer’s and deal with memory loss. The Jukebox of Memory Karaoke has four songs written to help people remember important details such as their names, addresses, the names of their relatives and caregivers, important life events, and their meals during the day.
Tarana Marwah / Komorebic
Songs are customizable – while the tune remains the same for everyone, you can input your details to fill in the gaps in pre-written Hindi songs, which then appear on the screen for you to sing along to. According to MTV, singing to the same tune every day will help keep that information up to date.
For this project, the company has joined hands with the Alzheimer’s and Related Disorders Society of India. The NGO, with input from the caregivers, helps choose themes for the songs that will be most useful. “Music is a therapeutic tool for the mind, body and spirit. Memory karaoke will be a soothing, helpful aid for those who have early Alzheimer’s to retain, reminisce and remember,” said Vidya Shenoy, general secretary of ARDSI. , an integrative physician and dementia care specialist.
Tracks range from rap and rock to retro Bollywood songs. “We took into account the age group of people with early Alzheimer’s and maintained a slower rate. We used old Bollywood tracks that would be familiar to the patient,” says Tarana, explaining that the goal was to create an earworm. “Music helps people to make mindful connections with others in their lives. It not only builds connections, but also helps us on a cathartic level,” she adds.
While the songs are currently all in Hindi, Anshul Ailawadi, Head of Youth Music and English Entertainment at Viacom 18, says that the company hopes to make it a multilingual platform in the coming months.
“So far, we’ve tried it on about a dozen patients, or more precisely, their caregivers,” he says, “the response has been overwhelmingly positive, and, among other things, the implementation of their suggestions for the design.” It’s a new place for us – we’ll grow as we go.”
Visit www.mtvmemorykaraoke.com
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