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).

SFX: Bhajan musicChoir: There's a lady who's sure all the glitters is goldAnd she's buying her stairway to heaven...ANN: The gods of rock are on The History Channel. Pay your respects to Deep Purple, Queen, The Doors and many more.

Lee presents 'History Rocks!', a series of concerts and documentaries. Starting 28th May, Monday to Thursday 10pm only on The History Channel.

SMS HR to 7827 and you can go to an international rock concert.