Almost a week back, i.e. on Monday, July 23rd, Scarecrow Communications had launched a teaser – a silent music video, featuring Agnee, one of the country’s most popular bands to promote Danone-Narang’s new drink B’lue (Brand not disclosed in the teaser phase). People were asked to lip-read and guess the lyrics. Through a specially designed Facebook application, one could type in the lyrics. On submitting, every user got a score on the correct words revealed and more interestingly, the correct words got unmuted in the silent music video, on replaying! It served like a game, and saw people competing to achieve the highest score.
In just a week’s time, the campaign got a whopping 1.5 lac + views. With engagement and curiosity at their peaks, on July 30th, the original track – Reveal Yourself – was totally unmuted and released. Here is when the brand ‘B’lue’ unveiled its association with Agnee and the idea behind the whole ‘Reveal Yourself’ campaign.
Head Marketing, Danone-Narang Beverages, Renu Bansal says, “Today’s youth is aware of what they want to pursue and don’t live a life dictated by others. With our new campaign ‘Reveal Yourself’, we wish to foster a passion to inspire people to pursue their dreams. Agnee has beautifully captured this sentiment in their music video. ‘Reveal Yourself’ is B’lue’s tribute along with Agnee to all Punekars.”
The premise of the campaign was unique. Says Amitabh Sreedharan, AVP – Account Management, Scarecrow Communications, “Before launching the brand nationally, Danone Narang was looking to do a pilot launch for B’lue in Pune. While a print and outdoor campaign was created under the theme of ‘Reveal Yourself’, there still had to be a big buzz-generating activity that engaged the youth of Pune”.
Says Kapil Tammal, Executive Creative Director, Scarecrow Communications, “Since ‘Reveal Yourself’, is all about inspiring people to follow their heart and chasing their inner dreams, team Scarecrow decided to help the brand philosophy come alive through a song that connects with the youth of Pune. While Agnee is today a popular national band, it’s still very much Pune-based. Agnee’s popularity among the youth of Pune and the roaring music culture of the city was only to leverage upon.”
Team Scarecrow jammed with Agnee to draft the lyrics and roped in a technology partner to design this one-of-its-kind app. Says Sarvesh Raikar, Creative Director, Scarecrow Communications, “Besides launching the silent video, we created a range of interactive elements that drove engagement further. Videos were shot with Mohon and Koco (the band’s lead singers) playing dumb charades and helping people guess the lyrics. Fun stuff like lip-reading tutorials and crosswords were also uploaded to boost the buzz.” The band members also interacted with the participants through Twitter and encouraged them.
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