Results and Effectiveness

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.

Creative Execution

We launched the app with a silent music video. (Brand undisclosed) The vocals were muted and people were asked to lip-read the lyrics. People could type in the lyrics and get a score. On replaying the video, surprisingly, only the words guessed correctly, got unmuted. Clues were given out to drive engagement further. Like dumb Charades by the band’s singers, crosswords and lip-reading tutorials It served like a game. People competed to reveal more and more words. Our branded content, instilled in the lyrics, became addictive. After a week, ‘Reveal Yourself was totally unmuted and released. And ‘B’lue’ unveiled its association.

Insights, Strategy and the Idea

Before going national, Danone Narang wanted to do a pilot launch of their new beverage B’lue in Pune. The brand had to connect with the youth through its philosophy. And digital and social media platforms, were the ideal channels to engage them. However, getting someone to know and connect with your philosophy, especially the youth, is a task easier said than done. We needed a solution, that could deeply engage the youth. The client didn't want to just chase views and likes. We roped in a Pune-based popular band Agnee to create a song based on B’lue’s philosophy - Reveal Yourself. To increase average time spent per view and gain repeated views, we designed a special Facebook app. It allowed users to engage with the lyrics, which represented B’lue’s philosophy.