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Airtel’s Wynk app renders music in a swap

Conceptualised by Taproot, the telecommunication brand’s latest campaign showcases the range of music offered on its mobile app

BestMediaInfo Bureau | Delhi | December 26, 2014

Airtels-Wynk-app Click on the image to watch the TVC.

Bharti Airtel has launched a TVC for its Wynk Music application on December 19, 2014. The mobile app offers an integrated mobile music experience with full-track audio streaming, cache downloads, MP3 purchase, internet radio and caller ring-back tone features.

Everyone loves listening to music – whether it is cheerful and happy or soulful and somber, we all need our daily dose. The TVC, created by Taproot, is based on this insight.

The TVC evocatively showcases how music changes one’s mood. The film starts on a somber note with a girl who is upset after a fight with her boyfriend. She resorts to music to change her mood. She starts the Wynk app on her phone and realises that she has taken centrestage in a large auditorium filled to the brim with musicians of all genres and languages. As she swipes from one song to another on Wynk, a group from the crowd delivers the chosen number. The wide range of genres available on Wynk is reflected in this colourful melting pot of artistes in the auditorium. Each artiste is jostling for space and an opportunity to play his piece and impress the girl. The film ends on a musical high, with the girl throwing herself at the crowd, completely lost in her music.

Agnello Dias Agnello Dias

Agnello Dias, CCO, Taproot India, said, "The sheer scale and choice of the Wynk experience boiled down to a really simple swap. What if the entire audience became performers, and what otherwise would have been a star performer became the single audience with the right to choose across so many genres of music? It was a simple idea with massive scope for execution. The actual writing of the details and pulling it off musically, directorially and production-wise was a superhuman feat."

Wynk Music works on every smartphone, irrespective of the telecom service provider. The app also allows its users to stream music in HD sound quality, without any ads. Users can also download unlimited music and listen to it offline.

Wynk clocked more than one lakh app downloads in just four days of its launch and within three months, the app has reportedly crossed 2.5 million downloads already.

The TVC:



Creative Agency: Taproot India

CEO: Umesh Shrikhande

CCOs: Santosh Padhi, Agnello Dias

Client Servicing: Gargi Raju/Naved Punjabi

Production House: Equinox Films

Director: Ram Madhvani

Music: Sameeruddin

DOP: Hemant Chauturvedi

Producer: Manoj Shroff

Sound: Crasto's

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