Top Story

e4m_logo.png

Home >> Industry Briefing >> Article

One Digital Entertainment partners with Micromax Canvas Fire range smartphones for 'Lak Hilaade' music video

13-September-2016
Font Size   16
One Digital Entertainment partners with Micromax Canvas Fire range smartphones for 'Lak Hilaade' music video

One Digital Entertainment, India a global video entertainment network on YouTube, integrated with Mircomax, has announced its latest campaign for Micromax’s recently launched Canvas Fire smartphone range.

The campaign includes Micromax’s partnership with One Digital Entertainment for the product integration of the Canvas Fire range in the music video of the soundtrack ‘Lak Hilaade’ by singing sensations Manj Musik and Raftaar, also featuring Amy Jackson. The campaign, along with the music video of the peppy soundtrack aims to establish the Fire range by Micromax as the ideal fit for music lovers with its compelling audio centric features like Auro 3D sound technology and front firing speakers. 

The music video seamlessly integratesMicromax’s Fire range and the official video posted on T-Series YouTube Channel has garnered over 10 million views within the first week of its release on 1 September 2016. The ‘Lak Hilade’ video that features leading celebrities, bollywood personalities and artists has taken the internet by storm and has become a social media rage.

Commenting on the partnership, Gurpreet Singh Bhasin, COO and co-founder, One Digital Entertainment said, “The reward and reach this track has garnered proves our stand yet again. We are extremely happy to have partnered with Micromax who believed in this strategy of connecting with their audiences. The surround and integrated marketing plan that was mounted around the music video has helped amplify content reach on platforms beyond YouTube.Subtle integrations and strategic partnerships of this nature often unlock magical value that usually stays hidden. This is a win-win for all – creators, content, consumers and brands.”

Commenting on the partnership, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “Being a youth centric brand, Micromax has always been focused on Movies, Music and Sports. Taking this ahead, we are proud to partner with One Digital Entertainment for our new campaign. The up and coming crop of new-age composers like Manj Musik and Raftaar have gained tremendous attention from the youth in the country and have left a lasting impression in their hearts with their previous chartbusters. The music video ‘Lak Hilaade’ was the perfect fit for the Canvas Fire range which is specifically designed for the audiences looking for an easy way to store, carry and listen to good quality music anytime and anywhere at a wallet friendly price.”

The launch of the music video was preceded by a campaign across social media channels consisting of live chats, video bytes and countdown creatives.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up.

At the recent unveiling of the Pitch Madison Advertising Report 2018, industry leaders from Dominos, Titan Watches, Nature’s Basket and Big Bazaar drew their conceptual learnings on factors that build...

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.