Exclusive|Promoting music as a companion in the new campaign: Hungama's Roy

As music lovers take the digital route, digital entertainment companies like Hungama.com gradually become synonymous with music and music consumers across the world. Riding high on the success of its growing popularity, Hungama.com has unveiled a new brand campaign with the theme ‘Zindagi ka Sound Track’.

The 360 degree brand campaign began with a TVC featuring the voiceover of Bollywood actor Hrithik Roshan along with a social media contest with the hashtag #HungamaMusic, amplified by OOH, Digital and radio. The campaign is conceptualised and executed by Scarecrow Communications. The TVC will be aired across national and regional channels and will also be showcased in cinemas.

Adgully caught up with Siddhartha Roy, CEO at Hungama.com to gain deeper insights on the campaign. Sharing his views on the campaign, he said, “Hungama is the pioneer in digital music industry having a loyal engaged community. We understand that music plays an essential part in our day to day life and we wanted to highlight the same via this communication. The aim was to create a clutter breaking campaign, which stands for a central brand idea that befits its stature. Being a leading player in the digital entertainment space, we understand the importance of interacting with our consumers at a personal level and in a form that is most relevant to them.”

The core campaign idea was to highlight the fact that music is not just a means of entertainment, but it is a companion. “In a nutshell, we wanted to highlight the essence of music in our day to day lives and with the ‘Aapki Zindagi Ka Sound Track’ campaign we have focused to capture the meaning of music in an endearing manner. This in a way connects with our users worldwide,” he added.

Since it is a 360 degree campaign, the media mix covers all platforms and promoted across TV, Digital, OOH and radio. Hungama is also carrying out an extensive digital campaign for this. The campaign has been rolled out on Google & other mobile ad networks; alongside social media campaigns on Facebook, Twitter & Google+. This is boosted along with video campaigns on YouTube & Facebook. The team is also leveraging Hungama’s properties like Bollywood Hungama and Artist Aloud for this TVC.

“Other than this Hungama is also running a display campaign on Google, Bollywood Hungama & other display networks, emailers & text messaging to the Hungama Community and leveraging our partnerships with OEM's & app stores”, he added.

Sharing the reason behind choosing Hrithik Roshan’s voice, Roy said, “Hungama has a global presence so, for this campaign we were on the lookout for a voice that is globally recognized. Since, music and Bollywood are deeply rooted in one another we approached one of India’s biggest stars, Hrithik Roshan. He graciously agreed to be a part of Hungama’s brand campaign and loved the lyrical voice-over.”

The brief given to the agency was to have Hungama and Music as the core of the campaign. Elaborating further, Roy said, “In the Iraq war, American soldiers used to listen to Eminem while manning tanks, to psych them up. Liverpool’s legendary manager, Bob Paisley, used to make the squad hear the club anthem – You will never walk alone – before the Champion’s League final in the early eighties. The idea that came out of the observation of how people consume music is the Hungama brand campaign – ‘Hungama.com. Apki zindagi ka sound track’”.

Roy goes onto mention that the response to the campaign has been overwhelming; with being the #No.1 Music app across the IOS & Android App Store as a clear endorsement from our consumers. Conclusively he said, “Having over 8 lakh views on YouTube alone we can say that the essence of music in our day to day lives and therefore Hungama has been successfully highlighted with this innovative campaign.”  The campaign received a great response on Facebook and garnered an engagement rate of 9.7% on Twitter.