This article was featured on The Drum.
MTV India and Ogilvy use karaoke to help dementia patients.
It is not often that music is put to use beyond just entertainment and rarely for a purpose beyond audio gratification. Recently, Viacom-owned MTV India joined hands with Ogilvy to launch ‘Memory Karaoke’, aimed at helping people with early Alzheimer’s Disease, one of the most prolific modern-day disorders.
To give the initiative on-ground sustenance, MTV collaborated with the Alzheimer’s and Related Disorders Society of India (ARDSI) as knowledge partners. ARDSI is affiliated with Alzheimer’s Disease International (ADI) and has an active presence in India.
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