MUMBAI: Music digital company Hungama’s five week brand campaign ‘Zindagi ka Sound Track’ kick started on a positive note in terms of traction in the digital space. The company has witnessed consumption of its new ad films on various digital platforms, like popular video site YouTube.The campaign received great response on Facebook and garnered an engagement rate of 9.7 per cent on Twitter.
Conceptualised and executed by Scarecrow Communications, the 360 degree Hungama campaign includes TVC amplified by OOH, digital and radio. The digital company worked little over 60 days before unveiling the campaign. The Hindi version of the campaign has the voiceover of Bollywood superstar Hrithik Roshan while the Telugu and Kannada version is dubbed the local artistes.
Hungama.com CEO Siddhartha Roy said, “Music is the essence of life, which is want we are trying to convey to all music lovers, and the role of Hungama in making music the core of life has been crucial.”
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The digital company took its consumer insights to ad agency Scarecrow Communications, which later helped them turn Hungama’s thought process into a campaign to gain more visibility.
The TVC is being aired across national and regional channels and also in cinemas. Hungama had recently tied-up with the Shah Rukh Khan starrer ‘Happy New Year’ to promote the ad film.
The ad film was dubbed in Telugu and Kannada, in order to reach out to its audience in South India. “We continue to get good responses through the regional space which is why it was crucial to have campaigns that will reach out to them,” Roy added. The campaign is fairly prominent in Delhi and Mumbai, and it is spread across eight metro cities.
Hungama, for a while, has been promoting its app and products through various digital platforms, but this time the company took the traditional route of promotion. Roy maintains that the “Hungama app has more to offer, putting it in the top three apps since its launch”.
The first phase of the campaign commenced with the TVC going on-air along with a social media contest that was held to create pre-buzz.
In Google Play Store, the Hungama app has been downloaded more than 5 million times.
