The on-demand digital entertainment portal Hungama.com has unveiled its brand campaign ‘Zindagi Ka Sound Track’, which kick-started with a TVC featuring the voiceover of Bollywood superstar Hrithik Roshan.
The 360-degree brand campaign has also initiated a social media contest with the hashtag #HungamaMusic, amplified by OOH, digital and radio. Twitteratis have to tweet completing the sentence, ‘Music ZindagiKa…’
Hungama.com CEO Siddhartha Roy said in a press statement: “Our aim is to encapsulate what music means to people in different situations. The campaign captures the essence of music and its role in everyone’s life. Being a pioneer in the entertainment space, Hungama reaches out to millions of people across the globe, presenting to them multiple touch points for consuming music and entertainment.”
The campaign is conceptualised and executed by Scarecrow Communications, and the TVC will be aired across national and regional channels and showcased in cinemas. It went live on YouTube on 14 October and has already received nearly 200,000 views.
“We realised that music is not just entertainment, but a companion, in a way, music completes life. Whenever people indulge in any activity, there is a real or imaginary source of music that gives it a rhythm. With this campaign, we have captured the meaning of music in an endearing manner we believe the emotional thematic of this campaign helps reinforce just that,” Roy added, on the idea of the campaign.
To create the campaign, the agency turned to crowd-sourcing and asked 40 people what music means to them. Their responses helped Scarecrow complete the ‘musical kaleidoscope’ comprising ways in which music impacts lives. This was then compiled and crafted into a two-minute audio track.
Scarecrow Communications founder and director Raghu Bhat said: “Since Hungama has presence across the globe, the challenge here was to find a voice that was not over-used and paradoxically, something the whole country could recognise. To fit this brief, there were three places we could possibly look for – politics, cricket or Bollywood. The quest ended at the door of one of India’s biggest superstars, who is also a discerning perfectionist Hrithik Roshan. He loved the lyrical voiceover and agreed to be part of Hungama’s brand campaign.”