Music plays an intrinsic role in our brand proposition: Siddhartha Roy, Hungama

Siddhartha Roy, COO, Hungama Digital Media, spoke about recent strategic partnerships, marketing & advertising strategies behind the partnerships and imminent plans

e4m by Neethu Mohan
Updated: Dec 6, 2019 8:23 AM
Siddhartha Roy Hungama Digital Media

Hungama Digital Media which is celebrating its 20th anniversary has recently launched Hungama Kids, an OTT platform for children, parents and teachers to access content created and curated specifically for them. They have entered into a strategic partnership with Flipkart to offer premium content and with MY FM to create original content. They have also partnered with McDowell’s No.1 Soda to create, enable and experience music that connects with the audience. Marking their 20th anniversary they have launched Hungama Music Bus, a unique concert-on- wheels.

Siddhartha Roy, Chief Operating Officer, Hungama Digital Media, spoke to us about these strategic partnerships, marketing and advertising strategies behind the partnerships and imminent plans.

Speaking on the OTT platform Hungama Kids, Roy said, “There is a huge gap that exists between the demand and availability of age-appropriate content for kids. The content is created by us and the library consists of more than 500 videos in English and Hindi with new content being added every day. There are separate sections for kids and parents with further categorisations to suit the different needs of the diverse target audience.”

"Parents and teachers can consume counsel topics related to career guidance, parenting tips, pregnancy care, among other things. The content is available in English and Hindi. We would be open to exploring regional languages in the future," added Roy.

Commenting on Hungama’s strategic partnerships with Flipkart, MY FM, and McDowell’s No. 1 Soda, Roy said, “Our association with Flipkart allows consumers easy access to our premium services. Shoppers on Flipkart have the option to redeem Flipkart’s loyalty points, Flipkart SuperCoins, for a premium subscription of Hungama Music and Hungama Play.” He continued, “We have partnered with MY FM to create music-driven original content headlined by prominent RJs from MY FM. The association will also allow popular shows from MY FM to be available to stream on Hungama Music. Additionally, the partnership will also enable users to seamlessly access Hungama Music directly from MY FM’s web and WAP destinations –”

According to Roy, Original content has had a significant role to play in Hungama’s content strategy. Similarly, music plays an intrinsic role in their brand proposition.

“As a part of the association with McDowell’s No. 1 Soda, we are working with renowned musicians to create original music through No. 1 Yaari Jam Originals and distributing it across multiple platforms. We have already released two original songs – ‘Yaarder Shonge – by Sunidhi Chauhan and Anupam Roy and ‘Yaari ka Circle’ in Hindi featuring Tanishk Bagchi, Darshan Raval and Jonita Gandhi. Both have received immense appreciation with ‘Yaarder Shonge – The Festive Song’ receiving over 6.4 million views on YouTube and ‘Yaari ka Circle’ over 38 million views,” said Roy.

Speaking further on how these strategic partnerships are helping in enhancing the brand value of Hungama, Roy said, “Since our inception in 1999, we have constantly worked towards creating an innovative brand with a strong focus on simplifying and enhancing the digital experience of users. Through our partnership with My FM, we are leveraging our strong understanding of consumer preferences to create original content that is deeply rooted in music.”

“Our association with Flipkart takes our commitment to gamification a step further. By leveraging the natural synergies between our platforms, we allow users to enjoy premium music and video streaming experience in exchange for Flipkart SuperCoins,” he added.

Roy firmly believes that their audience resides in the digital universe and their marketing mix for all their properties is reflective of this belief.

When asked about Hungama’s marketing and ad strategies, Roy said, “We have a strong community of over 65 million monthly users across the Hungama network and we ensure that our message reaches them. Whether it is our original content or associations or even a new platform like Hungama Kids, all are promoted heavily on digital platforms and our social networks. Our extensive distribution network also enables us to promote our content on partner platforms.”

Speaking on their imminent plans Roy said, “We have just launched Hungama Music Bus, a unique concert-on-wheels. The property marks Hungama’s 20th anniversary and involves a luxury bus with India’s top artists - Harrdy Sandhu, Jassie Gill, Indian Ocean, Javed Ali, Jeet Gannguli, Siddharth Mahadevan and Revanth travelling across 11 cities with a live free-for-all concert by one artist in each city.”

He continued,” We are also partnering with Qwikcilver to introduce premium subscription gift cards across leading e-commerce platforms like Amazon, Snapdeal, PayTM Mall, PhonePe and, making it simpler for users and businesses to access our premium services. In addition to this, we recently partnered with Azoomee, a global video streaming platform for kids, to launch new content for children aged 4 to 10 years on Hungama Play. The library includes 20 shows with more than 600 episodes across different categories like nature, science, math and more.”

“We’ll continue to have a strong focus on original content across both our platforms – Hungama Music and Hungama Play. Our original properties on Hungama Music like Hungama Spotlight and Hungama Music Room will continue to feature new artists. At the same time, we’ll be launching new original shows on Hungama Play, including the second season of our super hit show, Damaged starring Hina Khan and Adhyayan Suman. Other upcoming shows include anthologies - Ratri ke Yatri and Kashmakash, and a Marathi horror-comedy called, Bhootatlela.,” concluded Roy.

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