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Saavn’s new campaign urges users to become heroes of their own lives

The new campaign ‘Overdrive’ communicates the brand’s core attributes while continuing its association with actor Ranbir Kapoor

BestMediaInfo Bureau | Delhi | November 30, 2015

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

India’s music streaming company Saavn has come out with an ad campaign featuring Ranbir Kapoor who is also Saavn’s creative collaborator. ‘Overdrive’ communicates Saavn’s core brand attributes - human, playful, cool, confident, and fast. It plays on the theme of Kapoor's superstardom, encouraging users to start up their own soundtracks and become the “heroes” of their own lives.

Set in a vast desert landscape, the TVC presents a metaphor for charting one's own course with a personal soundtrack, with Kapoor ultimately driving through a road fork to pave his own way, and make his own road.

The campaign also introduces a new tagline for Saavn, “Don’t just download it. Live it,” to drive home the message that Saavn is not just another app download, but a lifestyle choice to be enjoyed by “living it” each day.

Shot on location in Lone Pine, California and London, ‘Overdrive’ was created in-house, by Saavn's creative director, Teddy Stern and VP, Editor-in-Chief, Sneha Mehta.

The ‘Overdrive’ campaign will be Saavn's most expansive to date, with an integrated television campaign in India, the U.S., U.K., U.A.E, and Australia; and digital, out-of-home, radio, and theatrical campaigns in India.

Teddy Stern, Creative Director, Saavn, said, “It’s been an incredible journey from concept to launch, across Lone Pine, California, Chicago, and London. And of course, Saavn powered our soundtracks the whole way.” Stern co-directed the spot with Saavn’s VP, Editor-in-Chief, Sneha Mehta ,who said, “With such a widespread production, the visuals have a distinctly international feel that we hope will resonate with today's global Indian - especially the independent youth of India, who aspire to ‘make their own roads.’”

Rishi Malhotra, CEO, Saavn, said, “Saavn is about choice, lifestyle, and freedom of expression. The 'Overdrive' campaign embodies everything we are today and where we are going as a company. We are growing into the millennial entertainment network for a mobile generation in India and abroad.  We bring India to the world through our products and our brand is really built by our users. They make Saavn come to life.  All of this informs our approach to marketing, especially our cutting-edge creatives across multiple platforms including TV, outdoor and radio.”

The TVC:



Teddy Stern, Creative Director, Saavn

Sneha Mehta, Editor-in-Chief, Saavn

Rishi Malhotra, CEO, Saavn

Director: Teddy Stern and Sneha Mehta

Writer: Vasan Bala, Teddy Stern, and Sneha Mehta

DOP: Seth Henrikson

Production House: Odd Machine

VFX Supervisor: Jesse Randall

Producer: Elizabeth Collins

1st AD: Alec Pinkston

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