The ‘Reveal Yourself’ teaser campaign featuring muted Agnee video has unveiled lyrics and the brand
BestMediaInfo Bureau | Delhi | August 1, 2012
On July 23, Scarecrow Communications had launched a teaser – a silent music video, featuring Agnee, to promote an unnamed brand. People were asked to lip-read and guess the lyrics. Through a specially designed Facebook application, one could type in the lyrics. On submitting, every user got a score on the correct words revealed and more interestingly, the correct words got unmuted in the silent music video, on replaying! It served like a game, and saw people competing to achieve the highest score.
In just a week’s time, the campaign got a whopping 1.5 lac + views. With engagement and curiosity at their peaks, on July 30, the original track – Reveal Yourself – was unmuted and released. Here is when the brand ‘B’lue’ unveiled its association with Agnee, and the idea behind the whole ‘Reveal Yourself’ campaign.
B'lue, a delicious water-based restoration beverage has been launched from the house of Danone Narang Beverages, a joint venture between the French Group - Danone and Indian business house Narang Group. The product has currently been pitch launched in Pune. The group is pioneering a new segment in the Indian beverage industry.
Renu Bansal, Head Marketing, Danone-Narang Beverages, said, “Today’s youth is aware of what they want to pursue, and don’t live a life dictated by others. With our new campaign ‘Reveal Yourself’, we wish to foster a passion to inspire people to pursue their dreams. Agnee has beautifully captured this sentiment in their music video. ‘Reveal Yourself’ is B’lue’s tribute along with Agnee to all Punekars.”
The premise of the campaign was unique. Amitabh Sreedharan, AVP – Account Management, Scarecrow Communications, said, “Before launching the brand nationally, Danone Narang was looking to do a pilot launch for B’lue in Pune. While a print and outdoor campaign was created under the theme of ‘Reveal Yourself’, there still had to be a big buzz-generating activity that engaged the youth of Pune.”
Said Kapil Tammal, Executive Creative Director, Scarecrow Communications, “Since ‘Reveal Yourself’, is all about inspiring people to follow their heart and chasing their inner dreams, Scarecrow decided to help the brand philosophy come alive through a song that connects with the youth of Pune. While Agnee is today a popular national music band, it’s still very much Pune-based. Agnee’s popularity among the youth of Pune and the roaring music culture of the city was only to leverage upon.”
Team Scarecrow jammed with Agnee to draft the lyrics, and roped in a technology partner to design this one-of-its-kind app. According to Manish Bhatt, Founder Director, Scarecrow Communications, the lyrics spell out the brand philosophy.
Sarvesh Raikar, Creative Director, Scarecrow Communications, said, “Besides launching the silent video, we created a range of interactive elements that drove engagement further. Videos were shot with Mohon and Koco (the band’s lead singers) playing dumb charades and helping people guess the lyrics. Fun stuff such as lip-reading tutorials and crosswords were also uploaded to boost the buzz.” The band members also interacted with the participants through Twitter and encouraged them.
Since the product is limited to Pune for now, the brand is using only relevant mediums to avoid spillage. B’lue is currently focussed on connecting emotionally and staying relevant to the TG. The marketing activities will involve lots of sampling, which will also help the brand to tweak the product, if necessary, before launching it nationally. Besides this, outdoor media, radio and print media will also be extensively used.
‘Reveal Yourself’ – the unmuted track: https://www.facebook.com/DrinkBlueIndia/app_266002443514126
Drink B’lue FB Page: https://www.facebook.com/DrinkBlueIndia
Agnee: Mohan & Koco
Danone Narang Beverages Team: Renu Bansal, Head Marketing; Sunayendra Jain, Brand Manager; Amarpreet Kaur Ghandi, Assistant Brand Manger
Scarecrow: Manish Bhatt, Founder Director; Arunava (Joy) Sengupta, Founder Director; Raghu Bhat, Founder Director; Sarvesh Raikar, Creative Director; Amitabh Sreedharan, Associate Vice-president; Kapil Tammal, Executive Creative Director; Ankit Dembla, Creative Supervisor; Diana D’souza, Copy Supervisor; Lalit Sakurkar, Sr. Art Director; Amrita Sarkar, Account Executive
Developers: Anveshan Technologies – Onkar Bhosle, Co-Founder; Nimit Shah, Technical Director
Production House: Dreamcatchers – Kirk Jacob, Producer; Manoj Mane, Director; Ram, DOP
Still Photography (Agnee): Himmat Shekhawat