MTV India and Ogilvy use karaoke to help dementia patients

Here is how MTV and Ogilvy launched ‘memory karaoke’, a creative solution backed by the combined might of technology and music to aid Alzheimer’s 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.

The genesis of the campaign

The statistics around Alzheimer’s Disease and dementia are quite horrifying in their ubiquity. Yet it remains a medical ailment on which there is limited awareness and knowledge, thus making life tough for both the patient and the caregiver.

As per data, India has 5.91 million people affected with a form of dementia, of which over 65% of people are affected with Alzheimer’s disease in 2021, and by 2030 over 7.6 million people could be affected by dementia and Alzheimer’s. It is heart-breaking for the patient as well as the caregiver to see the memory of their near and dear ones fade away with scant options to make the suffering any easier.