Gaana.com goes gung-ho over a campaign on the theme 'Gaana Paas Laaye'

Created by M&C Saatchi New Delhi, Gaana.com's new commercial reiterates the brand's theme that music brings people closer, overriding the issues that divide them

BestMediaInfo Bureau | Mumbai | March 1, 2016

Click on the image to watch the TVC.

Times Internet's music streaming service, Gaana.com, buttresses its market presence with a new marketing campaign '#GaanaPaasLaaye', after two aggressive brand campaigns, 'Bas Bajna Chahiye Gaana' and 'Dil Ka Gaana'.

Gaana.com offers a vast repertoire of more than one crore songs in 21 languages. In the last two years it has managed to position itself as the market leader in the music streaming category, accounting for more than 40 million app downloads.

Pratik Mazumder

Pratik Mazumder, Vice President, Marketing, Times Internet, explained the thought behind the campaign. “We at Gaana.com believe that music has the power to dissolve issues of age, social strata, culture and geography and help bring people closer. Based on this insight we have crafted our latest campaign #GaanaPaasLaaye.”

The campaign consists of three films on the themes, 'Grandmother', 'Proposal' and 'Cricket'. Each film shows how the Gaana.com app changes the prevailing mood and resolves a crisis with its music, bringing people closer. The situations depicted in the films vary from one, in which a girl is at odds with her parents, a situation in which two opposing teams are playing cricket and one, in which a girl is too shy to accept a proposal. The campaign will be vastly advertised through print, radio, digital and OOH (out of home).

With the first campaign, Gaana.com built a strong category association through a brand message that “there was a song for every situation”. The second campaign focused on two people, who develop a lifelong bond through music, depicted through a love story spread across a series of eight films.

With #GaanaPaasLaaye, the brand hones on the universal truth - that music brings people closer. Music composer Bappi Lahiri has sung a new version of his iconic disco track “Auva Auva” from the 1980's for Gaana.com's latest campaign. The cricket film in the campaign features a former Femina Miss India- Jhataleka Malhotra.

Nirmal Pulickal

Nirmal Pulickal, Managing Director and Creative Head, M&C Saatchi New Delhi, said, “If you consider Bollywood, you'll notice that the songs have the power to set the mood for the entire movie. When someone listens to a 10-second clip from DDLJ, it's not just the words or the melody in that song that strikes a chord; it rewinds the entire three-hours of the movie and its cultural and emotional associations. It becomes personal. We hope to borrow some of that magic and use it to demonstrate the power of a simple tune.”

The TVCs:

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

Credits:

Agency: M&C Saatchi New Delhi

President: Anjali Nayar

Managing Director and Creative Head: Nirmal Pulickal

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