The History Channel was advertising a series called 'History Rocks!'. This was a series of concerts and documentaries of famous rock bands. And since the rock music genre is a niche form of music in India, we decided to play on the insight that for rock music fans, these bands and artistes were Gods.

Therefore, a radio campaign was created by taking popular rock songs and singing them in the popular devotional music of certain religions (Bhajan - Hindus; Choir - Christians; Chant - Buddhists).