Download - Gaana.com existing marketing strategy
Gaana.comMusical campaign
Launched in April 2010India's largest Music Streaming service by Times Internet
• Indian and international music content• Music in 21 languages--- Hindi, English, Marathi, Punjabi,
Tamil, Telugu and other Indian regional languages• Target audience- youth (above 18 years)• Allows users to make their playlists public • Interface: pretty simple and clean, no hassles whatsoever.• Can login via Facebook• Customise the app/ music to your tastes• Rs.50 Free Recharge with Gaana app
• First multimedia campaign ran across TV, Print, Outdoor, Radio, Cinema, digital and social media.
• The main campaign highlights various occasions, moments, moods where music plays a pivotal role and reinforces the Gaana.com brand in the consumer's mind
• My zone: an ability to see your history, your favourite songs, playlists, albums and artists across your computer or mobile phone
• Radio mode: make your own radio station automatically, based on any song you play.
'Bas Bajna Chahiye Gaana‘ Song produced by Bang Bang Films
Composed by Amit Trivedi Sung by Benny Dayal & Anusha Mani
Campaign created by M&C Saatchi
First-of-its-kind content marketing initiative that promotes Gaana.com as a brand
Theme of the AD- good rhythm and catchy song
Launched Mobile Apps for Android, iOS and later windows
Aim: give music lovers access to millions of songs for free on their mobile phones.
Access to a database of over 1 million Bollywood, Hollywood, Tamil, Telugu, and regional songs
The app when it was launched
Gaana and Facebook• Gaana.com platform: FACEBOOK• To reach to the music lovers • Fetch more app downloads• Increase engagement level with the music lovers• most cost effective yet efficient way• Wise decision: managed to create a huge stir in the
online free song service
• Their first ad was about bunch of youngsters partying and having fun and singing song “bas bajna chahiye gaana “.
• Now the latest ad is about how music plays a role in bringing two strangers closer with the help of gaana.com.
Insight
• The fact that all moments and situations in life can be made awesome with music
• It helps in making up things• The brand name itself provided the
opportunity to define the category
Multiple Usage
• Television• Digital• Radio
Thank You
A presentation by: Aishwarya Menon, Akash Patil, Krutika Mukadam, Lisa Fernandes, Lionel D’souza, Marija Fernandes