Bhubaneswar, July 19: Youngsters in the city have woken up to the power of the online medium for releasing music videos and films, thus widening their reach while also spending far less money.

Many of them are focussing on creating social awareness through the videos.

One such group of music lovers has come together to create a music video that celebrates Odia culture and the need to preserve it. The song in the video aims to invoke among youngsters a sense of pride in their state. The 5.5-minute-long video showcases the achievements of renowned personalities of the state.

"Music videos are a strong medium to spread social messages. We wanted to ensure maximum reach and there could be no better reach than through the online medium," said Rajesh Ranjan, a filmmaker and a part of the team.

A number of folk instruments have been used in the music arrangement of the song such as dhudki, khanjani, daskathia, gini, ghungura and the benga baja.

Famous singer Susmita Das has lent her voice to the song. "Our state is home to a number of rare musical instruments which many of our youngsters have not even heard of. It is very important that the upcoming generations are aware of our unique traditions," said the singer.

Yet another group of youngsters have released a music video to promote the use of herbal colours during Holi this year. Odia singer Sniti Mishra, along with a few other Odia musicians, took up the project. The video is a contemporary take on the popular song Hori Hori written and composed by Pandit Balwant Rai.

Also, a group of Odisha-born film technicians have recreated the cult Odia bhajan Aahe neela saila in a music video that has gathered momentum on various social networking sites. The song, dedicated to Lord Jagannath, was written by Salabeg, a Muslim devotee of the deity. The idea of the video was to promote the culture of the state with a contemporary touch. "This song is one of the most celebrated forms of devotional expression and every Odia has heard and sung it on many occasions. We wanted to present it in a different manner to widen its reach," said Birenjyoti Mohanty, the man who conceptualised the video and directed it.

Snehasis Das's Ghar jaana hai brings alive the plight of the huge migrant population, whose voices are drowned in the cacophony of our daily lives. The song is a part of an album by the filmmaker to create awareness on various social issues. Das shot the video at Kantabanji, one of the worst drought-affected areas in the country. It features veteran film actor Raj Zutshi and Odia actress Gargi Mohanty. "The music video does not just address drought, economic issues or migration but urges the viewer to understand the emotions and love that thrive even in such adverse conditions. It is the love and the longing to return home that drives the songs," said Das.

All these videos were released online due to budget constraints and to ensure a larger reach. Rajesh said: "A number of my friends shared it on various social networking websites, and now, more people have found out about the film and are watching it. I have received many reviews from viewers, which is, in a way, helping me evaluate my work."

He said: "The process of releasing a film is far more convenient online otherwise one needs to rent a theatre or a small auditorium and the process involves a lot of hassle and more money as well."