Gaana.com launches first musical brand campaign

Titled as 'Bas Bajna Chahiye Gaana', the campaign aims to push the app and will be present on all mediums such as OOH, print, television, social media and online.

Gaana.com has launched a musical campaign for brand promotion where it has released a single titled 'Bas Bajna Chahiye Gaana'- a song that has been composed by Amit Trivedi and sung by Benny Dayal and Anusha Mani.

The song produced by Bang Bang Films

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.

The music video, released on YouTube, has already fetched over a million views and the TVCs - supported by a high decibel media plan - is also being rolled out.

This is the first multimedia campaign for Gaana.com that will run across TV, Print, Outdoor, Radio, Cinema, digital and social media. Over the next few months, more such videos, centered on the theme will be released.

'Bas Bajna Chahiye' campaign aims to give a push to the app. It is a first-of-its-kind content marketing initiative that promotes Gaana.com as a brand.

The campaign has been created by M&C Saatchi.

Commenting on it, Pratik Mazumder, vice president and 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 and situations in life can be made awesome with music. 'Jo bhi situation to make it awesome' with Gaana.com, Bas Bajna Chahiye Gaana". The tremendous response from the users has only encouraged us to take this forward and convert this in to a full-fledged campaign and launch it across different media vehicles".

These videos along with the main campaign will highlight various occasions, moments, moods where music plays a pivotal role and reinforce the Gaana.com brand in the consumer's mind, thus making it an integral part of everyone's life, wherever anyone plays music.

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