The Brief

Before going national, Danone Narang wanted to do a pilot launch of their new beverage B’lue in Pune. The task was to evoke response from the youth, by making them connect with the brand philosophy, using digital and social media channels. Since the brand was new to the audience, we had to start a dialogue and evoke maximum response through an engaging and meaningful interaction.

Creative Execution

Every brand wants its audience to connect with its philosophy. But rarely, can you make them focus on every word. The concept enabled us to spread the philosophy through something as 'cool' and engaging as a game. It made people come and discover it, rather than we having to talk about it, ourselves. The newness of the format and the message given out by the song, elicited positive response from the youth as well as media. Just what the brand needed.

Describe the creative solution to the brief/objective.

We roped in a Pune-based and nationally popular band Agnee to create a song and drafted the lyrics based on B’lue’s philosophy - Reveal Yourself. To engage people with the lyrics and start a dialogue, we designed a special Facebook app. We muted the vocals and launched the track as a silent music video (B’lue, undisclosed) through the app. Users had to lip-read and guess the lyrics. Based on the correct words guessed, they got a score. What's more, on replaying, the correct words unmuted automatically. People competed to reveal the words and our branded content became addictive.

Results

In just 1 week, the unmuted video fetched 150,000 + views. 1 song had engaged, 150,000 lyricists. The media covered it extensively. Agnee Fb page witnessed 350% increase in weekly reach. The unmuted video earned over 5 lac views (B’lue Fb page & Youtube combined) in one week. B'lue Fb page's likes (fan base) increased by 20% Today, everyone is singing the brand philosophy.