After 1.5lakh+ views, Agnee’s ‘reveal yourself’ video is unmuted for launch of B’lue!

01 Aug,2012

By A Correspondent

 

Almost a week back, on July 23, Scarecrow Communications had launched a silent music video featuring Agnee to promote Danone-Narang’s new drink B’lue. People were asked to lip-read and guess the lyrics. Through a specially designed Facebook application, one could type in the lyrics. On submitting their lyrics, every user got a score on the correct words revealed and more interestingly, the correct words got unmuted in the silent music video on replaying.

 

In just a week’s time, the campaign got a whopping 1.5 lakh+ views. With engagement and curiosity at their peaks, on July 30, the original track – Reveal Yourself – was unmuted and released. Here is when the brand B’lue unveiled its association with Agnee and the idea behind the ‘Reveal Yourself’ campaign.

 

Renu Bansal, Head-Marketing, Danone-Narang Beverages said: “Today’s youth is aware of what they want to pursue and don’t live a life dictated by others. With our new campaign ‘Reveal Yourself’, we wish to foster a passion to inspire people to pursue their dreams. Agnee has beautifully captured this sentiment in their music video. ‘Reveal Yourself’ is B’lue’s tribute, along with Agnee, to all Punekars.”

 

The premise of the campaign was unique. Amitabh Sreedharan, AVP-Account Management, Scarecrow Communications said: “Before launching the brand nationally, Danone-Narang was looking to do a pilot launch for B’lue in Pune. While a print and outdoor campaign was created under the theme of ‘Reveal Yourself’, there still had to be a big buzz-generating activity that engaged the youth of Pune.”

 

Kapil Tammal, Executive Creative Director, Scarecrow Communications said: “Since ‘Reveal Yourself’ is all about inspiring people to follow their hearts, team Scarecrow decided to help the brand philosophy come alive through a song that connects with the youth of Pune. While Agnee is today a popular national band, it’s still very much Pune-based. Agnee’s popularity among the youth of Pune and the roaring music culture of the city was only to leverage upon.”

 

Team Scarecrow jammed with Agnee to draft the lyrics and roped in a technology partner to design this one-of-its-kind app. Sarvesh Raikar, Creative Director, Scarecrow Communications said: “Besides launching the silent video, we created a range of interactive elements that drove engagement further. Videos were shot with Mohon and Koco (the band’s lead singers) playing dumb charades and helping people guess the lyrics.  Fun stuff like lip-reading tutorials and crosswords were also uploaded to boost the buzz.”

 

The band members also interacted with the participants through Twitter and encouraged them.

 

To catch the teaser phase action, visit Agnee Facebook page: http://www.facebook.com/agneelive

 

 

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