launches first brand campaign

November 26, 2014 6:04 pm0 commentsViews: 18, India’s favourite music streaming service has launched a unique musical campaign for brand promotion. The brand has strategically chosen the content marketing route for this musical campaign.

The launch has been subtle with a musical single released last month. Titled ‘Bas Bajna Chahiye’; the song has been composed by Amit Trivedi and sung by Benny Dayal and Anusha Mani. 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 Is also being rolled out. has for the last two years served as the ultimate music destination across genres and music preferences.

Recently launched Gaana 5.0, with a slick black theme & hourly playlist feature, has already led to a 20% increase in average time spent by users and a 26% increase in songs listened per user.

‘Bas Bajna Chahiye’ campaign will further give a push to the app. It is a first-of-its-kind content marketing initiative that promotes 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 says – “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”.

‘Bas Bajna Chahiye’ song is garnering popularity amongst music lovers. The campaign has been created by M&C Saatchi.

This will be the very first multimedia campaign for Gaana that will run across TV, Print, Outdoor, Radio, Cinema and of course digital and Social media. Over the next few months, more such videos, centered around the theme will be released. These videos along with main campaign  will continue to highlight various occasions, moments, moods where music plays a pivotal role & will continue to reinforce the ‘’ brand in the consumer’s mind, thus making it an integral part of everyone’s life wherever anyone plays music …errr… Gaana.


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