Mindshare's 'Boost Sachin Anthem' on Youtube records one million hits

Mumbai: Mindshare, India’s leading media services agency has recently created a unique milestone for itself on the back of a powerful digital media strategy. A record breaking 1 million hits were clocked for the “Boost Sachin Anthem” in just under 2 days, making it the fastest video on Youtube to have reached a million views.

Hosted on Youtube on the 8th of Feb 2012, sung by the latest rage, Dhanush from the Kolaveri fame, the anthem video now boasts of a Gold Trending Medal from YouTube, with over 4 million views as on February 22, 2012.

The challenge for Mindshare was to create buzz around the brand and noteworthy 23 year long association with Sachin Tendulkar as their brand Ambassador. Therefore there could not have been a better proposition than creating a dedicated anthem in the honor of the little master that no other brand but BOOST was rightfully placed to proclaim.

Task was twofold – First and foremost bringing the idea to life! This involved creating a powerful piece of content with carefully thought out celebrity recommendation, to scripting and final production, all of it mandated to the in-house content experts within Mindshare ESP.

Two – Tactfully seeding the content, where “people” would make it viral. To accelerate this, the Search and Social Media Experts at Mindshare went onto ingeniously seeding the content through contextual search and social media platforms of Twitter, Facebook and Youtube.

“The purpose of strategy at Mindshare is very simply to try and turn our brands into currencies of popular culture. Cultural currencies that fuel consumer conversations are far more valuable in today’s wired world than passive opportunities to see. The Sachin anthem is a great example of this belief. The team spotted an existing cultural meme in Dhanush and then went on to leverage it via executional excellence across content production, brand integration & social seeding. The BOOST case also highlights the necessity of jugalbandis between strategy and the content & digital technology teams to create meaningful brand led cultural currencies,” says Alok Sinha, Leader Strategy – South Asia at Mindshare.

Leading the mantle, the Mindshare strategy team required not just meticulous, but dynamic planning on a real time basis. By putting the brand’s content in the hands of the consumers it was a calculated risk and a bold strategic stance by the team and today, Mindshare stands tall as GSK’s proud partners, while history is being written.

“As a part of our marketing efforts on BOOST, this time around, we wanted to celebrate Sachin’s long standing “Stamina” association with the brand. A Sachin anthem, that people would resonate and rise with, was our instinctive choice. While we were certain that Dhanush’s popularity would help accelerate talk ability around BOOST, our partner agency Mindshare’s contribution, through a well thought out strategy and execution in making it a “first” on many accounts for GSK, has successfully brought our intent to life,” says Jayant K Singh, Executive Vice President, Marketing, Glaxo Smithkline Consumer Health Care.

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