TTOGETHER.co Celebrates a Decade with World's Largest Musical Installation

TTOGETHER.co, India's top disruptive marketing agency, marks its 10th year by transforming a Royal Caribbean cruise ship into the world's largest musical instrument using AI and gesture recognition technology. Founder Akshai Sarin displays Indian culture on the global stage, eyeing future iconic projects.

PNN Mumbai (Maharashtra) [India], July 26: India's premier disruptive and cultural marketing agency, TTOGETHER.co, marks a decade of groundbreaking achievements, led by Founder Akshai Sarin. In a landmark celebration, the agency transformed Royal Caribbean's Spectrum of the Seas cruise ship into the world's largest musical installation.

The innovative project, named "Sonokinesis," converted the 1,100-foot, 18-story ship into a playable musical instrument. Using state-of-the-art AI and gesture recognition technology, the vessel featured "smart" musical surfaces. Passengers and Royal Caribbean’s senior leadership, including SilverSea Cruises President Bert Hernandez and Senior Vice President of International Angie Stephen, engaged in this unique musical experience. "We are proud of creating the World's Largest Musical Installation," Sarin stated, highlighting the endless possibilities of Sonokinesis and hinting at future transformations of iconic monuments and viral brand activations.

Founded in 2014, TTOGETHER.co has consistently delivered disruptive campaigns for prominent brands including Armani Exchange, W Hotels, and Heineken. Sarin, who previously served as the first National Culture Manager at Red Bull India, leads an agency renowned for its wide-ranging services: from print and digital marketing to experiential and influencer campaigns.

Highlighting Indian heritage, Sarin views Sonokinesis as a homage to India’s cultural identity. "This transformation is a celebration of the spirit that defines our nation," he said. A behind-the-scenes video offers a closer look at this record-setting project.

The versatility of Sonokinesis, from intimate venues to grand installations, was previously demonstrated when Guru Sri Sri Ravi Shankar's coffee table and an Armani Exchange retail store were turned into musical instruments. The team has also collaborated with Oracle, Grey Goose, and Taj Hotels for charitable causes, further showcasing the unique potential of sonokinetic performances. (ADVERTORIAL DISCLAIMER: The above press release is provided by PNN. ANI is not responsible for the content.)