To follow up from the success of this campaign we decided not to change our core creative strategy too much. Still base the campaign on a catchy tune but we tried to get a little deeper and looked for insights into our audience for this. And one insight which we felt was very powerful was the insight behind how music can bring two people together.
To elaborate, the first signs of true love happen when you discover a common interest. And one of the most telling signs of compatibility is if you love the same music. And ‘I love his playlist’ actually goes deeper than ‘I love his eyes’. And there’s truth in it. You can infer a lot from someone’s playlist. It indicates his general frame of mind, his outlook on the world, his personality.
So for this campaign we decided to look at young love. But not just the initial attraction bit. We looked at all facets of love. Attraction/ Intimacy/ Estrangement/ Trust and Commitment. Go through all the emotions one experiences. From the initial adrenaline rush, to anguish and the euphoria of the reunion. And we decided to step back and look at this not like an ad campaign but to do it like a Bollywood movie about love. We went through a rigorous process befere we finalised the main leads - both of whom were already stars in their own right. The female lead, Piaa Bajpai is an established star in the South and has now signed several films for hindi movies with big banners. Our character for the boy called for a certain boyish innocence. Our brief in fact was to find someone like the young Rishi Kapoor in Bobby. Finally we found him in Miguel Herran, who happened to be Spanish.
We achieved 13.93 million new downloads while we were already the leader, all within the short campaign period of four months.
4 million Youtube videos
1.5 million Facebook views
300,000 plays on Gaana.com
Facebook pages created for their protagonists got over 160,000 likes.
Rhea and Ayaan’s social media profiles became pivotal points to keep listeners interest in Gaana going with over 160,000 likes combined.
Finally, we got what we set out to achieve. Overall downloads grew by 79%, an 18% increase over our last campaign.