Music streaming company Saavn has announced its new campaign, ‘Overdrive’. With the launch of the campaign Saavn continues the brand's association with actor Ranbir Kapoor, who is also Saavn’s Creative Collaborator.
According to the press release, ‘Overdrive’ communicates Saavn’s core brand attributes - human, playful, cool, confident, and fast. It plays on the meta-theme of Kapoor's superstardom, encouraging users to start up their own soundtracks and become the “heroes” of their own lives. The campaign will be Saavn's most expansive to date, with an integrated television campaign in India, the U.S., U.K., U.A.E, and Australia and digital, out-of-home, radio, and theatrical campaign in India
Set in a vast desert landscape, the TVC presents a metaphor for charting one's own course with a personal soundtrack, with Ranbir Kapoor ultimately driving through a road fork to pave his own way, and make his own road.
The campaign also introduces a new tagline for Saavn: “Don’t just download it. Live it,” to drive home the message that Saavn is not just another app download, but a lifestyle choice to be enjoyed by “living it” each day.
You can watch the Ad Campaign here: