Accountants' body encourages students to find a career of their choice in new music video

Association of Chartered Certified Accountants tied up with Tamil rap group Tupackeys and singer Soundarya to create a rap titled ‘Believe in yourself – You are a topper– A Rockstar'. The concept and video created in association with southern YouTube channel Put Chutney resonates with the sentiment, ‘the first step to victory is to fight'

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One of the largest bodies of professional accountants, the Association of Chartered Certified Accountants (ACCA), has unveiled its new music video in India, urging students to find their own career choices rather than succumbing to the pressure of taking up mainstream fields such as engineering and medical.

ACCA tied up with Tamil rap group Tupackeys and Super Singer fame Soundarya to create this rap titled ‘Believe in yourself – You are a topper– A Rockstar’. The concept and video, created in association with popular YouTube channel Put Chutney, resonates with the sentiment, ‘the first step to victory is to fight’.

The rap video:

“As lakhs of students move one step closer to choosing their career path after the completion of their 12th / 10th Board exams, they are often riddled with stress as they have to choose between their parents’ advice and their own dreams. Given this, we wanted to create an anthem to help students empower themselves and nudge them to fight for their passion, and what better way to connect with the youth these days than rap,” said Pooja Seth, Head of Marketing, India, ACCA.

Pulkit Abrol, Regional Head of Marketing and Planning, Emerging Markets, ACCA, said, “Given the shift to consuming online content, especially on mobile, by the youth in India, we believe that this was a timely opportunity for us. Our brand believes it’s important to encourage debate on this complex yet memorable journey of career choices. Despite living in a world that is converging, music and poetry (rap) offer a platform to connect beyond borders and diversity, signifying its ability to carry a social change message with impact. Collaborating with recognised Tamil superstars who are equally interested in this debate, the right partnership formed between our teams. Both Tupackeys and Soundarya felt it is necessary to talk about this issue and the end result is something ACCA, its students and future members are proud of.”

Created for the Tamil audience, this rap song is the second initiative taken by ACCA in the digital space to reach out to the aspiring youth. Earlier ACCA had created a satire to engage with youth in association with TSP (The Screen Patti) in their Baap ki Adalat series. The video highlighted the plight of students who chose a different career path other than the ones prescribed by parents. The video received 1.8 million views.

The video done with The Screen Patti:

Accountants Tupackeys Soundarya Believe in yourself – You are a topper– A Rockstar