or its first ever TVC released in India, sound systems biggie Bose does not talk about any specific product. Instead, it has chosen to concentrate on building its brand name. The film, titled "Sound from the Soul", has been conceived and developed by Mumbai-based Illusion Films without the help of an ad agency.

Talking about the TVC, Aniruddha Sen, director, Illusion Films, says that the film strives to touch an emotional chord, rather than a functional chord. The TVC shows seven different characters, in their own spaces, with music being the common thread in their stories. It appears as though these characters are playing a musical instrument, but in reality, none of them is actually doing so. Sen says that he is trying to show that the sound that the viewer can hear emanates from the soul of the musician. ... more