The Track: “It Is Time” by Bombay Acoustic People.
Based in India, Bombay Acoustic People seamlessly blend acoustic and folk sounds with world music influences. Their music is a refreshing and organic attempt to make people slow down in today’s hectic lives. “It Is Time” is taken from their Postcards EP.
The Client: Pratilipi, an online self-publishing and AudioBooks portal featuring content in ten Indian languages.
The Process: We were approached by the production house who were working on this advert as they were a fan of Anurag Shanker’s project Bombay Acoustic People. They’d already shortlisted the track “Is It Time” to soundtrack the heartfelt moments within the advert which show how stories can bring people together. Our Director, Deborah Smith, met with the production house whilst visiting Mumbai in January 2020 and from seeing the advert in the post-production phase knew that the track was a perfect fit.