Aptech Limited, a pioneer in the non-formal vocational training business in the country for over 3 decades has launched a first-of-its-kind music video – “Har Ghar, Hunar” to mark India’s 75th Independence Day. The song, addressing the youth across the country, invokes a spirit of celebrating skillsets via vocational training and the freedom to follow one’s creative pursuits. Written & composed by Vayu Shrivastava, choreographed by Deepak Singh and directed by Indian Storytellers, the “Har Ghar, Hunar” music video, is cool, vibrant, and upbeat with signature dance moves bringing out the essence that every household has a latent skill/talent. With an array of skill development courses from the House of Aptech, every talent can be nurtured to become a “Skilled Employed Professional” (SEP).
Skill Building and skill development is an integral part of nation-building today. As the nation celebrates 75 years of Indian independence, it is gratifying to note that more than 1/3rd period of India’s independence is spent by a home grown brand – the ‘House of Aptech’ in laying the foundation of employability & skill building in India and globally. India is on the cusp of a demographic dividend. According to the India Skill Report 2022, employability has improved from 33% in 2014 to 45.97% in 2022. Yet, more than half of the working population is still unemployable.
For India to translate its economic growth potential into reality, it needs to be able to provide skilled workforce to the industries that have a bright future here.
For example, The Indian AVGC sector has the potential to capture 5% of the Global AVGC market and touch US$ 40 Billion in size, more than 10X growth from its current size creating over 1,60,000 new jobs annually. According to NASSCOM’s Technology Sector in India 2022 report, the Indian technology sector became a USD 227billion industry in FY 2022, registering the decade’s highest growth of 15.5% YoY. Meanwhile, for FY22, the sector added 4.5 lakh new jobs to take the overall direct employees to 50 lakh people. Likewise, the Beauty & Wellness industry employs almost 15 million people across India and is the fastest growing segment. Another industry that is booming is aviation & hospitality – the new airports are transforming places into economic hubs due to their multiplier effect which results in an employment multiplier. So, more infrastructure creation means more job opportunities, for every 1 direct employment in the civil aviation industry, 6.1 indirect jobs are created.
This is where Aptech with over 3 decades of expertise in skill development, high standards of curriculum, delivery, and placement assistance, has played a significant role. The company houses some of the most iconic education brands in the country including Arena Animation, MAAC, Lakme Academy Powered by Aptech (LAPA), Aptech Aviation Academy, Aptech Learning, amongst others focussing on industries with mass employment opportunities.
The company’s intent through the music video is to convey the message that every household in India can prosper if they have the right skillsets to grow in these new age careers where there are lakhs of jobs available using music and dance as a medium that every household in India resonates with.
Mr. Pravir Arora, Group Chief Marketing Officer, Aptech Limited said, “This music video- ‘Har Ghar Hunar’ is very close to our heart primarily because of Aptech’s vision to mainstream vocational training/skill development. Music is such a powerful and a well-received medium in our country that we wanted to maximise it to create positive emotions and trigger-happy memories. The visual treatment also brings out relatable stories and at some level wishes to associate as every artist’s expression.”
He further added, “We consider unemployment as our only competition and in our experience, skill development goes a long way in that fight. The company’s commitment to transform ‘Qualified Unemployed Graduates’ (QUGs) into Skilled Employed Professionals (SEPs) with an evolving industry-relevant pedagogy and constant innovation in terms of curriculum and technology has kept the House of Aptech relevant through all these years. Through this music video, we wanted to spread awareness about the relevance of skill development for nation building along with invoking a spirit of celebration.”
Ritika Bajaj quoted, “I truly believe that each one of us are born with a unique and quirky hunar. Something that defines us. So, when Aptech came to me to produce an anthem for them, I was taken back to the time when I was in one of their institute learning computers. The brief for the anthem was very clear; make it today, make it gen-z, and make it fun. With Vayu’s great tune and lyrics, we aimed to create something that could become the voice of the youth and I am glad I could be a part of this story.”
Vayu Shrivastava said, “When the task of creating a jingle for Aptech came to me, my only reaction was excitement. The deadline was short; hence it was a challenge, too. But I guess, when you are excited enough, you find a way. I am happy to note that the song resonated and was received well.”
