MUMBAI: Its almost been three months that the sizzling Piggy Chops’ Exotic with Pitbull has been launched by Interscope Records (owned by the Universal Music Group) and the label is further planning to promote the single tagging with various brands with its target audience.
Exotic has already garnered around 15 million views on YouTube compared to her debut single In My City that has received 6 million. The album debuted at number 16 on Billboard’s Dance/Electronic Songs and number 11 on the Dance/Electronic Digital Songs chart on the 27 July issue. Within two days of the release the single had shot up to the No 1 spot on the iTunes India charts.
“Compared to her last single, Exotic is massive. Her desi vocals along with Pitbull helped the single to become such a hit. Overall, the single is very much massive,” says Universal Music India marketing VP Sunil D’Sa to Radioandmusic.com. He further adds, “We’ve already crossed 250,000 cumulative digital and physical sales on the single which is massive. This has encouraged us to roll out our next phase of plans for the single.”
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Universal Music India has already tied up with brands like Jealous 21and Baskin-Robbins (BR) India for their on-ground activates. On asked how many phases of promotion have been planned, D’Sa says that they will continue with the promotion as there is lots of life left in the single. “Our promotions are not just limited to television or online but we have balanced it across mediums,” highlights D’sa. There will be half jacket adverts in print covering cities like Mumbai, Bangalore, Ahmadabad, Pune, Chennai, Gurgaon and Hyderabad, promoting the contest ‘Turn up your oomph with Jealous 21’. Through radio, it will cover Cities like Bangalore, Mumbai, Pune, Chennai and Hyderabad. The winner of this contest gets to met PC. Meanwhile, in the BR outlets there will be a flavor that is named Exotic that would be available and will also have various other activities.
The company states that every single is treated differently. “Besides, our strength is our ability to work beyond traditional marketing. For instance, Brand tie-up for massive media deals as seen with the PC project is an indicator. We had 4 brands pounding mass media for In My City and another 3 on Exotic. So the actual marketing spends are phenomenally high and at times can be compared to that of a Bollywood film.”
There are series of singles planned for Piggy Chops. On requesting to hint on what’s happening with it, D’sa says, “At this point the focus stays on ‘Exotic’ but yes there will be follow-up singles in due course though we don’t have dates yet. Currently, she is working on her music. But there is still time for the next single.”
