Smule celebrates India’s unique musical expression in new ad

Smule, the global leader in interactive music creation, today launched its ‘Give a Song Your Voice’ campaign in India to encourage music lovers to celebrate their passion for music and embrace their creativity on the collaborative singing app. With this latest campaign, India’s largest singing app is showcasing what it means to enable ultimate musical expression. Since launching in India, Smule has committed to celebrating India’s diverse music culture, and empowering a unique way for people to co-create and engage with music. Times Bridge, the global investments and venture arm of The Times Group, announced investment in Smule in 2018 and has navigated its launch in India.

“Music is a powerful tool that transcends boundaries, bonds us together and creates a sense of community,” said Smule President, Bill Bradford. “With the ‘Give a Song Your Voice’ campaign, we’re empowering people to harness that force and stretch the limits of self-expression and creativity through song. We’re excited to offer a curated playlist available in seven local languages to better cater to the diverse communities in India. At Smule, we strive to foster meaningful social connections through co-creation and musical expression, and are proud to launch a campaign that delivers on those ideals. ”

India is among Smule’s top three largest global markets. The company has dedicated resources to localization, and delivering a first-rate user experience for its Indian user base.  Knowing that more than half of India’s urban youth speak more than one language, Smule offers users the opportunity to experience the app in seven regional languages and is focused on platform localization to ensure consumer ease. Smule also partners with leading music labels and a network of nationally-recognised performers and artists to provide compelling content that caters to a wide range of musical tastes and genres. According to a recent survey, Indian users spend more time (19.1 hours) listening to music than the rest of the world (18 hours). With its rich history of music and varied culture, India is uniquely positioned to be called a music-loving nation.

Viral Jani, EVP & Country Head - India, Times Bridge further stated, “As strategic partners of the Smule brand in India, we are delighted to see its growth in the Indian market. This newly launched campaign is a way of celebrating unique musical expressions through song. This campaign is a true reflection of Smule's commitment to democratizing music in the country and empowering its community to do more of what they love.”

As a part of the campaign, Smule has launched 3 films which highlight the ease and convenience of using the Smule app in everyday life situations. These films feature a young girl using Smule on her daily commute through the quiet backwaters; two friends creating an easy duet while being stuck on the road; a young student grooving to a romantic tune when he sees his crush in college; and a couple escaping to the world of music from their busy family get-together.  For such a music-loving nation, Smule offers an exciting world of being a creator while listening to their favorite music. 

Conceptualized by Tree Design advertising agency, these digital films that have been directed by Rahul Bharti and produced by Tamboo films are live across Digital, Video and OLV platforms and TV.