The Brief

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

Describe how the promotion developed from concept to implementation

With Agnee (popular band), we created a song based on B’lue’s philosophy – Reveal Yourself. With the vocals muted, we launched the music video (brand undisclosed) through a unique Facebook app. People guessed lyrics, got scores, and surprisingly, the correct words unmuted on replaying the video. Top scorers won Agnee merchandise. Clues were given out to drive engagement further. Like Dumb Charades by singers, Crosswords and Lip-reading tutorials. It served like a game. People competed to reveal more words. Our branded content became addictive. After a week, ‘Reveal Yourself’ was totally unmuted and released. And ‘B’lue’ unveiled its association.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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 promote 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. Just what the brand needed to promote the brand among the youth.