Gaana, India’s largest music streaming app, recently launched a campaign for Valentine’s Day with singer Armaan Malik that became a runaway success. The aim of the campaign was to make the day special for Armaan Malik fans tuned into Gaana.
Gaana’s team scrunched through its huge listener database and identified Amit Singh from Mumbai as a major fan of Armaan Malik. He had streamed the maximum number of songs by Armaan Malik on both the website and app. On February 14, Gaana’s team set up a date for Amit with his valentine at a café in Mumbai and gave him a chance to surprise his girlfriend, Priya, with the perfect moment of her life. Armaan walked in while the couple were enjoying their date and sang Amit’s dedication live for her. Priya was enthralled and rendered speechless.
Gaana’s effort created an unforgettable moment of surprise for Armaan’s biggest fan, Amit, and his beloved on Valentine’s Day. It also showed an innovative way of using a user database to the benefit of the user.
Gaana has different user interface for each consumer, that can be set according to their tastes and preferences. Their seamlessly stitched data enabled them to make this campaign more personalized, with an increased recall value, say app officials.