Hungama's musical campaign rings with app users

Brand's 360 degree campaign's success makes it the no.1 app in the Music category.

Hungama.com, India's first on-demand digital entertainment storefront, recently came out with a brand campaign featuring a voiceover by Bollywood actor, Hrithik Roshan. The campaign showed the significance of music in the day-to-day life of every individual. From a regular day to one which is proving to be difficult, music always cheers one up - is what the campaign attempted to show.

The 'Zindagi ka sound track' campaign was designed by Scarecrow Communications. It included TV, digital, OOH, radio and in-cinema advertising. Along with this, Scarecrow carried out a social media contest with the hashtag #HungamaMusic and a separate Twitter contest.

This Twitter contest, where Twitteratis had to complete the sentence "Music #Zindagika..., saw over 30,000 tweets.

Siddhartha Roy, CEO of Hungama.com said, "We are overwhelmed with the appreciation that our 'Zindagi ka Sound Track' campaign has received. The digital campaign to amplify Hungama.com's social media outreach was a resounding success and has helped fortify the brand's presence across platforms. The campaign has helped create an opportunity for us to interact with our audience and strengthen our relationship with them. With this campaign's integral message we promise to continue to engage our audience across digital platforms with innovative and exclusive content."

The outreach of the campaign across Facebook had 1 lakh average reach per campaign-related post. The campaign received a good response with interactions going over 2.5 lakh across all social pages and over 1 million views on YouTube within 30 days of the launch of the campaign.

The campaign has been very well received making the Hungama.com app the number one app in the music category across the Android and iOS app stores, with more than 5 million downloads in the Android app store within 2 weeks of the campaign launch.