Scarecrow has conceptualised the TVC which is a sequel to Hungama.com’s ‘Zindagi Ka Soundtrack’ campaign
Sarmistha Neogy | Mumbai | January 22, 2015
Hungama.com, India’s largest on-demand digital entertainment storefront, has launched the second phase of its ‘Zindagi Ka Soundtrack’ campaign. The ad campaign introduces a refreshing and lucrative new offering for its loyal consumer base - ‘Dabake Free Gifts’. Scarecrow Communications has conceptualised the ad to highlight that with Hungama’s new offerings, consumers will get a plethora of music options to suit every mood.
The TVC shows how music gives solace and is the reason for happiness in everyone’s life. Be it making friends, falling in love, discovering oneself or spending time with others, music has been constant and it will always be. This experience has become all the more special with Hungama’s new offerings ‘Dabake Free Gifts’ – it now offers its patrons the chance to win gifts by earning points on Hungama.com. By following the easy steps of ‘Registering’, ‘Liking’, ‘Sharing’, ‘Downloading’, ‘Listening’ and ‘Watching’, users can earn points and win assured prizes on Hungama.com.
Raghu Bhat, Founder-Director, Scarecrow Communications, said, “The role of music in life was the inspiration for Hungama's sweeping campaign – ‘Zindagi Ka Soundtrack’. At a product level too, Hungama has always had an unerring ability to deliver delight through the customer experience. This campaign underlines the brand's credentials as the pioneer of gamification and provides multiple reasons to use the app."
The TVC went on air from January 18, and will be live for two weeks across national and regional channels. The campaign will also be extended to the digital platforms. To activate the campaign on YouTube, Hungama.com has created a series of 5-second advertisements for the platform. The campaign will also be promoted via social media, where fans winning prizes will have their pictures clicked and uploaded to Hungama’s pages.
Commenting on the idea behind the campaign’s second phase, Siddhartha Roy, CEO, Hungama.com, said, “The first phase of our brand campaign received an overwhelming response from consumers, which also led to Hungama mobile app’s move to the top position in the download charts. As the market leader in this space, we felt it was important for us to now start communicating with our consumers about how, while Hungama’s app is entertaining them, it can also simultaneously reward them. Hungama, across our multiple platforms, has the largest set of engaged active users, and this campaign is our way of acknowledging their loyalty to our platform.”
Creative Agency: Scarecrow Communications
Creative Team: Raghu Bhat, Manish Bhatt, Sunil Gangras, Anjali Rawat, Subhrajit Guin
Account Management: Arunava Sengupta, Amitabh Sreedharan, Shreya Bohra
Production House: First Frame Pictures
Director: Krish Jagarlamudi
Producer: Rajeev Reddy
Voiceover: Hrithik Roshan