McDowell's No.1 extends the 'Spirit of Friendship' through Karaoke app

The brand has leveraged its brand ambassadors – Chris Gayle, Purab Kohli & Chang – to come up with a new TVC to promote the Karaoke app

e4m by exchange4media Staff
Updated: Sep 24, 2013 9:29 AM
McDowell's No.1 extends the 'Spirit of Friendship' through Karaoke app

Over the last four years, McDowell’s No.1 has been addressing its young Indian target audience with its positioning as the ‘The No.1 spirit of friendship’ with the intent to add cheer to moments of camaraderie and friendships amongst the youth.

The brand is all about youth friendship and bonding, however, in order to connect with consumers at a deeper level just communicating this is not enough. The brand’s vision is to lead to brand behaviour. The core idea is to take an integrated approach to communication, where advertising is a part of what the brand will do.

Music has always been at the forefront of the young Indian’s favourite hobbies. Increased exposure to international artists, albums, the usual Bollywood blockbusters blasted everywhere, coupled with the encouragement from growing popularity of talent shows, the hidden singer in young Indians is slowly emerging and finding an outlet for self-expression in karaoke.

McDowell’s No.1 wanted to enter the conversation, be a part of it and enable the youth to participate in this activity. Hence, karaoke became the brand’s perfect opportunity to reach out to its consumers and tell them what it is all about – fun and bonding with friends.

The McDowell’s No.1 Karaoke app can be downloaded across all platforms and plays out the background music of a variety of popular hits. The aim of the app is to create moments involving the participation of friends whenever and wherever, bringing to life the role of McDowell’s No.1 as the No.1 spirit of friendship.

The brand has leveraged its brand ambassadors – cricketer Chris Gayle, actor Purab Kohli and Indian Idol Chang – to come up with a new commercial.

Watch the TVC here…

Vipul Thakkar, ECD, DDB Mudra South said, “The McDowell’s No.1 Karaoke app is meant for a group of friends who want to have a good time regardless of the time or place. With this app you don’t need to be at a party, or a specific venue, and neither do you have to be a great singer to enjoy karaoke. And what better way to communicate this than to show a hard-hitting batsman become a singing sensation overnight and belting out totally different kind of hits from his app.”

Campaign credits:
Client: United Spirits
Brand: McDowell's No.1 Soda
Agency: DDB Mudra South
Chairman and Chief Creative Officer: Sonal Dabral
President: Ranji Cherian
Executive Creative Director: Vipul Thakkar
Executive Vice President: Sujay Ghosh
Account Managment: Anil Nair / Deepak Rajagopal / Arjun Krishnadas
Creative Team: Vipul Thakkar / Saurabh Doke / Devaiah Boppanna / Vignesh Raja / Praveen Shekhar
Production House: 30 Seconds of Fame
Director: Uzer Khan

 

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