Singapore Tourism Board x DIVINE: Saucy Music Video
Introduction
Singapore needed to stay culturally relevant to India's youth, the under-35 cohort that ignores destination advertising but follows artists religiously. A tourism ad reaches them. A track they actually play does the work for free, on repeat.
Services
Content Strategy & Production
Video Content Production
The Insight
Hip-hop is India's fastest-rising youth identity, and DIVINE is its defining voice. You don't sponsor a music video and bolt a logo on the end. You integrate the destination so deeply into the song's world that the city becomes part of the artist's story, the swagger, the texture, the flex. When the cohort plays the track, they're touring Singapore.
Our Solution
We took the proposal to Singapore Tourism Board to underwrite production of DIVINE's "Saucy" for Gully Gang. Once on board, we led destination integration and on-location coordination across iconic Singapore locations, including Haji Lane, Marina Barrage, the Swissôtel, the Stamford helipad, Chinatown and Helix Bridge with Marina Bay Sands. The music video featured DIVINE, Riar Saab and Mouni Roy. The city wasn't a backdrop; it was woven into the track's identity, heritage streets to skyline, exactly matching the song's energy.
Business Impact
+21pts - Youth-cohort Singapore travel affinity