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