Advertisment

Gaana.com celebrates the spirit of music

Conceptualised by M&C Saatchi February, the music streaming service of Times Internet unveils its brand campaign around the theme 'Bas Bajna Chahiye Gaana'

author-image
BestMediaInfo Bureau
New Update
Gaana.com celebrates the spirit of music

Gaana.com celebrates the spirit of music

Conceptualised by M&C Saatchi February, the music streaming service of Times Internet unveils its brand campaign around the theme 'Bas Bajna Chahiye Gaana'

BestMediaInfo Bureau | Delhi | November 28, 2014

Gaana-TVC Click on the image to watch the TVC.

Gaana.com, the music streaming service operated by Times Internet, has launched a musical brand campaign created by M&C Saatchi February. The brand has strategically chosen the content marketing route for this musical campaign. The launch has been subtle with a musical single released last month. Titled 'Bas Bajna Chahiye', the song has been composed by Amit Trivedi and sung by Benny Dayal and Anusha Mani.

On YouTube, the three-and-half-minute music video has fetched over a million views. In the coming days, TVCs, which take off from the music video, will be rolled out supported by a high decibel media plan.

The 'Bas Bajna Chahiye Gaana' campaign will give a push to the recently launched Gaana 5.0 app, which has already led to a 20 per cent increase in average time spent by users and a 26 per cent increase in songs listened per user.

The first TVC shows young girls and boys singing the song 'Gaana'. It gives the message that music is always important whether it is the time of happiness or sadness. Gaana is even played while chatting with friends or exercising in the gym. Sometimes, music is necessary even while taking a shower. The word 'Gaana' is an integral part of this film. Finally, the TVC ends with a guy singing 'Jo bhi situation, to make it awesome, bas baajna chahiye gaana.'

Pratik Mazumder Pratik Mazumder

Pratik Mazumder, VP and Head Marketing, Times Internet, commented, “Being the category leader in the music streaming space, we felt that the brand name itself provided the opportunity to define the category and therefore we took this route. In this musical campaign, we have emphasized the fact that all moments and situations in life can be made awesome with music – 'Jo bhi situation, to make it awesome, bas bajna chahiye gaana' with Gaana.com. We roped in some of India's most talented musicians to create an amazing song for us which we shared with our users. The tremendous response has only encouraged us to take this forward and convert this in to a full-fledged campaign and launch it across different media vehicles.”

Anjali Nayar Anjali Nayar

Anjali Nayar, President, and Nirmal Pulickal, Creative Head, M&C Saatchi February, explained, “Our objective was not to do an ad but to create a tribute, a homage to music, which is very inclusive and brings everyone from Bandra to Bareilly into its fold. In terms of visualizing it, we tried to keep it as real as possible, getting real students to improvise and create moves and let the story unfold almost naturally, not as an over-slick Bollywood setup. As a result, we have created a video with a very lively and visceral user-generated feel with mash up style graphics holding it together.”

Nirmal Pulickal Nirmal Pulickal

The campaign will run across TV, print, outdoor, radio, cinema and of course digital and social media. Over the next few months, more such videos will be released. These videos along with the main campaign will continue to highlight various occasions, moments, moods where music plays a pivotal role and will continue to reinforce the brand in the consumer's mind.

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: M&C Saatchi February, New Delhi

Account Management: Anjali Nayar, Pulkit Sharma, Sanyja Santiago

Creative Team: Nirmal Pulickal, Percy Bharucha, Sanchita Dasgupta, Shikha John.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

Advertisment