On-ground activations and roadshows capture Mumbaikars renditions of the song to ultimately form Mumbai’s biggest chorus.
BestMediaInfo Bureau | Delhi | May 9, 2011
The reception to Loop Mobile’s unique initiative, Mumbai Meri Jaan, has been overwhelming, as the cheer song has been widely appreciated at all consumer touch points by Mumbaikars. With on-ground activations and roadshows to promote the song, Loop Mobile has captured Mumbaikars renditions of the song to ultimately form Mumbai’s biggest chorus. As Official Mobile Network of Mumbai Indians, Loop Mobile has created the song to cheer the team. Till date, over 20,000 people have sung the song across malls, on-ground activations and at amusement parks across Mumbai in the last 2 weeks.
The Cheer song for the Mumbai Indians has proved to be popular among Loop Mobile subscribers, with downloads reaching 2000 in 2 weeks and activations receiving praise from the participants across the city. The chorus will be a product of the extensive roadshows, kiosks and canters that are underway. Loop Mobile has currently recorded over 20,000 participants and is on course to create Mumbai’s biggest chorus.
The rechristening of Mumbai Meri Jaan by Loop Mobile has not only been successful in cheering the Mumbai Indians on, but has also achieved a level of symbolism that helps Loop Mobile strengthen its connection with the city, having been present in Mumbai for the last 15 years.
In addition, a large number of non Loop Mobile customers have downloaded the song through AR code on print media, through BluFi networks at Wankhede stadium and across roadshows in over 20 locations in the city till now. In addition, a large number of subscribers have liked the song on Loop Mobile’s Facebook, reaching a fan base of over 16000 in just 3 months.
To meet the demand, Loop Mobile also plans to viral the song with a special video of a story revolving around the aspirations of a young boy in Mumbai, who aims to become a cricketer, thus saluting the likes of Sachin Tendulkar, Harbhajan Singh and Rohit Sharma.
Loop Mobile has roped in renowned names from the music industry, with Swanand Kirkire as the lyricist along with Shilpa Rao and Raman Mahadevan on vocals. The tune is a catchy rendition of the legendary Mumbai Meri Jaan from CID. To set this song as caller tune, customers can dial 50222 and press *9.
Commenting on the success of this unique initiative, Arif Ali – Head – Brand & Communications, Loop Mobile said, “The reception to Mumbai Meri Jaan has been overwhelming. With enthusiastic crowds singing along at all our activations, we have succeeded in popularizing the concept beyond Loop Mobile subscribers. As we gain momentum to produce Mumbai’s biggest chorus to cheer the Mumbai Indians, we are confident that Mumbai Meri Jaan has struck a chord with the city.”