Hindi time: At Super Bowl, Cold Play start buzz by spelling their name in Devnagari script

February 8, 2016, NewsCrunch

In their half-time show at Super Bowl, Cold Play stood out by using Hindi or Devanagari script to spell the band’s name on the instruments and amplifiers.

The instruments were further garlanded with flowers; the stage was also decked up with flowers and heavy temple bells, all designed to express an exotic Indian connection.

Though Cold Play performed three of their biggest hits – Viva La Vida, Paradise and recent single Adventure of a Lifetime, Beyoncee upstaged them and stole the show at Super Bowl.

Many in India, who saw the performance, wondered why Cold Play had written their name in the Devanagari script.

Some felt that Cold Play were showing their affection for the country and pointed out that
Christ Martin had been to Indiatwice recently. First, on a charity work and then to shoot the band’s seventh album, A Head Full of Dreams.

They also pointed out that he had performed impromptu at a Delhi pub last year.

But the real reason could do more with marketing than to flaunt any spiritual connection with India.

Cold Play are aware that their music has a tired and clichéd ring to it and want to break new grounds. Chris Martin had said last year that they were trying to make something colourful and uplifting with their new album A Head Full of Dreams.

A single from the album, Hymn for the Weekend,offered a colourful Indiato which many in the country took offense as promoting medieval exotica.

Following the release of A Head Full of Dreams, which has taken two years to produce, Cold Play will tour extensively for live shows this year, which is where they will make money.

For the record, Cold Play had used Devanagari earlier as well.  In a last September concert you can see photos of them with the Cold Play written in Hindi on instruments.