Um - Jal Jeevan Mission, Meghalaya | Music Video

ABOUT THE SONG & THE MUSIC VIDEO
The song ‘UM’ which in Khasi means ‘Water’, was commissioned by JJM Ri Bhoi District to Summersalt to produce the audio version of the song in 2020. The song carries with it a convincing message to convert people’s perception that provision of water is a government’s sole responsibility to a citizen-government collaboration mode. It also drives home the message, that community contribution to the efforts in water supply to every household is essential because community is the key stakeholder. Besides, the sense of ownership on the part of the community is the need of the hour to ensure delivery of services and cross-responsibilities. The message of the comprehensive music video including the lyrics of the song has 6 key verticals
1. INFORMATIONAL: The content of the song and music video is informational, meaning, that the verticals of JJM will be lyrically and visually incorporated into the song as they are. The message, especially, in visual forms will be straight forward and to the point, so the least common denominator and the last person in the village will be able to make sense of it.
2. INSPIRATIONAL: The music video based on the song will be crafted on a convincing mode, to communicate to the people that governance is not about government alone. It is that constant effort to work toward putting together a synergy between the government apparatus (PHE/ JJM) and the citizens and their forums.
3. RECALL VALUE: Jal Jeevan Mission had started in Meghalaya for some years now and the project has been in the public ever since. The music video with upbeat visuals will add recall value to the project. There has been bad press around JJM, that if an inspirational documentation comes out, it will help manage public perceptions.
4. CALL FOR PARTICIPATION: The music video through visuals will stress on the need for more public participation as intended in letter and spirit of JJM. It will create Fear of missing out (FOMO) among the citizens, should they decide not to participate and work along side the government (PHE) to realise the dream of this project.
5. CREATING & SUSTAINING GROUP EXCITEMENT: The music video will create and sustain public excitement to contribute to the joint efforts of the community and the government. It will invoke a sense of ownership to drive the community to give their all in making sure that the project achieves its goals.
6. POSITIONING THE ROLE OF PHE PUBLICALLY: Lastly, the music video will help positioning and leveraging PHE, Government of Meghalaya as the people’s department. It will also help positioning the role of PHE leadership at different levels, thereby, gaining public trust.

[@sunnreeta.6693]

Outstanding performance 👍

[@larisharyntong6147]

Very nice👍 keep it up 👍kudos to you all😊

[@B.T.Smixtv4674]

Nambejok Sal👍🏼💞💞

[@felicitysunn9684]

Very nice

[@pynkhrawmawlein7238]

Waw the performance was very Good but the only thing is that the video Clips For instruments like electric Guiter,Key board there is no Jack plug 🤭🤭

[@banhynniewta]

BJP govt n Govt of Meghalaya 👍👍👍