A great campaign that started with a one point agenda of driving TOM (Top of Mind) recall with the youth in India. We looked at various genres of content and music stood out from both standpoints of longevity and affinity it can create with the audience. Platforms of YouTube, Musically and other music apps were chosen as distribution platforms for this campaign.
The script and storyboard were created keeping the brand in mind at all times, even though there is no product that was actively pushed within the content.
185+ Million views on YouTube, 100+ Million views through UGC cover songs, 50+ Million views on Musically. This song was also integrated into a bollywood movie (Luka Chupi).