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For HSBC / D&AD BRIEF
Rappers often brag and show off their jewelry, money, and cars. Punjabi youth yearns for this lifestyle. But no one has really learned how to get rich by listening to a hip-hop album.
Until now.
The idea brings together internationally renowned musicians from the Punjabi community and HSBC's financial advisors to create the world's first rap album that provides financial advice. This move aims to subvert the clichéd display of wealth often seen in rap videos.
While the idea begins with the Punjabi community, it's highly scalable and can be expanded to markets in MENAT, China, and the USA.
Rappers often brag and show off their jewelry, money, and cars. Punjabi youth yearns for this lifestyle. But no one has really learned how to get rich by listening to a hip-hop album.
Until now.
The idea brings together internationally renowned musicians from the Punjabi community and HSBC's financial advisors to create the world's first rap album that provides financial advice. This move aims to subvert the clichéd display of wealth often seen in rap videos.
While the idea begins with the Punjabi community, it's highly scalable and can be expanded to markets in MENAT, China, and the USA.
🥇 D&AD 2024 — Yellow Pencil
CW/AD: Matt Lebedev
CW: Tejus Harrit
AD: Kunal Khade
AD: Ronaldo Cordova
Mentor: Kam Phullar