Mobile apps are now increasingly resorting to television promotions. India’s most popular music streaming service launched in 2010 has recently come up with its first commercial for television. The Times Internet owned music streaming service, Gaana.com has launched a new campaign – ‘Bas Bhajna Chahiye Gaana’ with the view to raise the app’s popularity and mass youth appeal.
The app that offers free, unlimited access to 3 million songs in Hindi, English as well as other Indian languages including Assamese, Bhojpuri and Oriya, and an easy song discovery feature through playlists and songs shared by friends, has chosen to launch its own music video for the promotional campaign.
At its core, the Bas Bhajna Chahiye Gaana campaign has a music video that places a strong emphasis on ‘gaana’. The 4-minute song has been composed by acclaimed music composer and singer Amit Trivedi, while it has been sung by Benny Dayal and Anusha Mani. The lively song captures the many moments of life where music plays a vital role, and how any situation can be made awesome with Gaana.com.
While the youngsters are seen dancing and humming away to the catchy tune, the music video has garnered over a million views in a month. A shorter version makes up the TVC.
Interestingly, the lyrics of the song each form a playlist now at the Gaana app, along with the music track of the campaign. So there are playlists like – ‘Dil hans pado tho gaana‘ with over 29 happy foot-tapping songs, ‘Long drive pe le ke jaana‘ with over 20 popular songs for travel, ‘Gym wala gaana‘ with 33 fast numbers, and more.
The music video is being shared on Gaana.com’s Facebook and Twitter page too, along with other traditional mediums.
Gaana.com’s new campaign is set to establish the music app as a must have for all music lovers across the country. The company release stated that the recently launched Gaana 5.0 – with a slick black theme and hourly playlist feature – has already led to a 20% increase in average time spent by users and a 26% increase in songs listened per user. With the no ads annual subscription service available at Rs. 199 only, it looks like the Gaana app will surely become India’s favourite music app.