Hungama.com has unveiled a brand campaign ‘Zindagi ka Sound Track’. The 360 degree brand campaign has kick-started with a TVC featuring the voiceover of Bollywood superstar 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.
Commenting on the idea behind the launch of the ‘Zindagi ka Sound Track’ campaign, Siddhartha Roy, CEO at Hungama.com said, “Our aim is to encapsulate what music means to people in different situations. The campaign captures the essence of music and its role in everyone’s life. Being a pioneer in the entertainment space, Hungama reaches out to millions of people across the globe, presenting to them multiple touch points for consuming music and entertainment.”
On the idea of the campaign, he further added, “We realized that music is not just entertainment, but a companion, in a way, music completes life. Whenever people indulge in any activity, there is a real or imaginary source of music that gives it a rhythm. Music is omnipresent in our lives, especially in today's digital age and Hungama plays a vital role in ensuring that. With this campaign, we have captured the meaning of music in an endearing manner we believe the emotional thematic of this campaign helps reinforce just that."
Commenting on the TVC, Raghu Bhat, Founder and Director, Scarecrow Communications said, “To bring the entire idea to life, we turned to crowd-sourcing. We asked 40 people what music means to them. Their responses helped us complete the ‘musical kaleidoscope’, a vast, throbbing, real canvas comprising the myriad ways in which music impacts lives. We compiled and crafted their responses into a 2 minute audio track.”
He further added, “Since Hungama has presence across the globe, the challenge here was to find a voice that was not over-used and paradoxically, something the whole country could recognize. To fit this brief, there were 3 places we could possibly look for – politics, cricket or Bollywood. The quest ended at the door of one of India’s biggest superstars, who is also a discerning perfectionist – Hrithik Roshan. He loved the lyrical voiceover and generously agreed to be part of Hungama’s brand campaign.”