Conceptualised by Scarecrow Communications, the new brand campaign stresses on the importance of music in people’s lives, and features the voice-over of actor Hrithik Roshan
BestMediaInfo Bureau | Delhi | October 20, 2014
Hungama.com, the digital entertainment company, has launched a brand campaign titled ‘Zindagi Ka Sound Track’, created by Scarecrow Communications. The 360-degree campaign has been kick-started with a TVC featuring the voiceover of Bollywood actor Hrithik Roshan, along with a social media contest with the hashtag #HungamaMusic, amplified by OOH, digital and radio. The TVC is being aired across national and regional channels, and will also be showcased in cinemas.
The TVC showcases different people doing different things while listening to music. The film starts with a lady playing a music instrument, followed by a pretty girl wearing headphones seen jumping happily while the voiceover says, ‘Music khushi ka status update hai’. Next, a group of friends is seen having fun while listening to music and the voiceover says, ‘Music dosti ka sabse favourite hangout hai’. A man is seen driving with music on, and the voiceover says, ‘Lambi drive ka co-passenger hai music’. A girl is seen on the treadmill listening to music, with the voiceover saying, ‘Roj treadmill pe aapka humsafar hai music’. The entire TVC is woven around the role music plays in people’s lives and ends with the line ‘Zindagi Ka Sound Track.’
Siddhartha Roy, CEO, Hungama.com, said, “Our aim is to encapsulate what music means to people in different situations. The campaign captures the essence of music and its role in everyone’s life. Being a pioneer in the entertainment space, Hungama.com reaches out to millions of people across the globe, presenting to them multiple touch points for consuming music and entertainment.”
On the idea of the campaign, he added, “We realised that music is not just entertainment but a companion; in a way, music completes life. Whenever people indulge in any activity, there is a real or imaginary source of music that gives it a rhythm. Music is omnipresent in our lives, especially in today's digital age, and Hungama plays a vital role in ensuring that. With this campaign, we have captured the meaning of music in an endearing manner and we believe the emotional theme of this campaign helps reinforce just that."
Raghu Bhat, Founder and Director, Scarecrow Communications, said, “To bring the entire idea to life, we turned to crowdsourcing. We asked 40 people what music means to them. Their responses helped us complete the ‘musical kaleidoscope’ – a vast, throbbing, real canvas comprising the myriad ways in which music impacts lives. We compiled and crafted their responses into a two-minute audio track.”
On roping in Hrithik Roshan as the voice of the campaign, Bhat said, “Since Hungama.com has presence across the globe, the challenge here was to find a voice that was not over-used and paradoxically, something the whole country could recognise. To fit this brief, there were three places we could possibly look at – politics, cricket or Bollywood. The quest ended at the door of one of India’s biggest superstars, who is also a discerning perfectionist, Hrithik Roshan. He loved the lyrical voiceover and agreed to be part of Hungama’s brand campaign.”
Using the hashtag #HungamaMusic, Twitter users had to complete the sentence ‘Music Zindagi Ka __’. The campaign received a great response on Facebook, and garnered an engagement rate of 9.7% on Twitter.
Agency: Scarecrow Communications
Creative Team: Raghu Bhat, Manish Bhatt, Zohar Furniturewalla, Sunil Gangras, Girish Umamaheshwar, Subhrajit Guin, Vijay Vasala, Sanal PV
Account Management: Amitabh Sreedharan, Rutul Naik, Abhishek Kulkarni and Swapnil Jadhav.
Planning: Arunava Sengupta