launches first musical brand campaign

28 Nov,2014

By A Correspondent has launched a unique musical campaign for its brand promotion. The brand has strategically chosen the content marketing route for this musical campaign.


The recently released music video on YouTube has already fetched over a million views and in the coming few days, TVCs supported by a high decibel media plan will also being rolled out. has been serving out music across genres and preferences for the past two years. The recently launched Gaana 5.0, with a slick black theme and hourly playlist feature, has already led to a 20 per cent increase in average time spent by users.


‘Bas Bajna Chahiye’ campaign will further give a push to the app. It is a first-of-its-kind content marketing initiative that promotes the website as a brand. The song reflects the various moods and occasions where “Gaana” plays a role and even uses the word ‘Gaana’, as an integral part of the music video.


Commenting on the occasion, Pratik Mazumder, Vice President & Head Marketing, Times Internet said, “Being the category leader in the music streaming space, we felt that the brand name itself provided the opportunity to define the category and therefore we took this route. In this musical campaign, we have emphasized on the fact that all moments & situations in life can be made awesome with music. ‘Jo bhi situation to make it awesome’ with, Bas Bajna Chahiye Gaana”. We roped in some of India’s most talented musicians to create an amazing song for us which we shared with our users. The tremendous response has only encouraged us to take this forward and convert this in to a full-fledged campaign & launch it across different media vehicles.”


The campaign has been created by M&C Saatchi and will be the very first multimedia campaign for that will run across TV, Print, Outdoor, Radio, Cinema and of course digital media. Over the next few months, more such videos, centered around the theme will be released.


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