To build the strong brand connect we created a sonic asset that is a musical rendition of the brand’s iconic tagline and this asset got embedded into the core of original songs and music videos that are deep, meaningful, culturally rooted yet relatable renditions that manifest brotherhood, loyalty and “coming of age” moments amongst close friends.

With thousands of songs releasing everyday, we needed to stand out. We seeded songs on all digital music platforms and with help of music channels play listed the content and promoted with influencers. Used radio partners to create 12 live ground events. We leveraged Bigg boss Kannada and set a platform to popularize the song. To address digitally savvy we created custom segmented users regionally further amplified socially. We seeded tracks as ring tones & caller tunes to reach smaller markets and feature phone audience. Populated the content on VAS on a mass penetrated telecom service, Jio. On shelves we had a music edition pack. Basis consumer visits and mobile Tech partner inputs we freezed on day, time and channels which are being consumed during drinking and non-drinking hours. We layered weightage of in/out of home consumption with reach of media in each geographies to chart out a comprehensive list.

The campaign garnered overall reach of 100M views and 6M audio streams. TV : 57.4M(24M@1+), Digital 30.49M, Mobile:6M+ audio streams, Radio 26k+ spots, Cinema: 9K+ screens, Caller tunes: 2M+, PR value: INR 10M+, VAS site of telecom providers: 2M Reach Songs under the platform: 7 songs(Hindi:2, Kannada, Assamese, Marati, Rajasthani, Punjabi).On ground events: 12 events. The asset was able to drive category association (96%) and brand association (79%). Spontaneous awareness increased by 40 basis points and for New entrants increased by 100 basis points. In Karnataka total awareness touched 97% in our TG. The on ground events has had a significant impact on past one month consumption with people aware of it having a P1M of 58 vs 46 for people who are not exposed to the event. There was a 23% up-swing to buy into the brand on account of limited edition music themed pack.