There are 6 million+ elderly Indians living with Alzheimer's in India.

Medical research from Harvard, amongst others, has shown that important information when combined with music, helps those living with early Alzheimer's and Dementia retain information.

However, unless this information in the songs can be personalised for each patient basis their condition, the same won't be of much help. Personalising songs in a catchy manner for each patient isn't easy and calls for musical skills that are complex and not everyone's cup of tea.

MTV 'Memory Karaoke', in association with Alzheimer's & Related Disorders Society of India (ARDSI), is a one-of-its-kind online, customisable karaoke that brings the power of personalisation to music therapy, thus aiding retention and recall in those with early Alzheimer's.

Created with the help of experts - the website, which is to be accessed by the patient's caregivers - features customisable songs based on information commonly forgotten in such cases. For eg Home address, names of relatives, important life events and daily activities.

Once the caregiver enters critical personal information as lyrics of the customisable songs, the website uses advanced AI & machine learning to create a personalised track for every visitor to practice daily with their caregiver, thereby aiding long-term retention and recall.

The website www.mtvmemorykaraoke.com is designed targeting the caregivers of those living with early Alzheimer's. There are 4 songs on the website, each created on the back of data of commonly forgotten information in such cases. Depending on the category of song selected by the caregiver basis the condition of the patient, they need to enter the patient's personal data. For eg, if the patient forgets the house address, the caregiver has to select the address song and enter their home address.

This data is then interpreted and integrated in the form of lyrics of the customisable catchy song karaoke. Like in a karaoke, the data appears as lyrics of the karaoke song, along with the tune for daily practice. Thus making it easy, enjoyable and most importantly personalised and targeted for every visitor, leading to long term retention and recall.

The idea was launched in World Alzheimer's Month on 28th September, 2021 and is on going.

It is accessible through the website, www.mtvmemorykaraoke.com and the communication for the same was done across MTV India's social media channels and on MTV's TV network channel shows .

The idea was launched with a limited budget and spread through word of mouth and organic reach to international experts in the field, to the Indian Academy of Neurology that awarded it the '2021 National Neurorehab Initiative of the year'. On the back of this and other notable endorsements from the medical fraternity, the idea spread to people, resulting in website visits and use of the tool. The Indian Academy of Neurology also gave the idea a monetary grant, which will ensure the tool reaches an even wider audience in 2022.

MTV had never won an award from the ‘Indian Academy of Neurology’ till MTV Memory Karaoke won the ‘2021 National Neurorehab Initiative of The Year’, awarded by the Indian Academy of Neurology. This included a monetary grant for the cause of Alzheimer's. All this within 50 days of its launch.

Within hours of its release, the campaign got immediate international endorsements from various experts including the CEO of Alzheimer's Disease International.

The ability of this customisable karaoke to help patients with early Alzheimer’s was endorsed by doctors in big Indian hospitals like Fortis, Raheja and more, as well as by the President of Indian Academy of Neurology.

Memory Karaoke has been included in training curriculum for therapists.

It has featured in various national & international seminars on Alzheimer's.

So far:

Campaign reach: 59.44 million

Minutes spent on the website: 10,590+

Earned PR: 5.2 million INR