Results and Effectiveness

The site itself experienced 13,000 unique visitors. For the first time in Khaitan's history, their communication was widely shared on social networking sites. There was free media generated and 31 editorial articles were released outside of our PR voice on websites and blogs. In all, a brand that was considered to be old launched their corporate tune in the most inventive way.

Creative Execution

Firstly, we needed a music director that was well aware of the format to collaborate with us and manage the project from the very start. That's why we approached Nikhil Kulshestra, one of India's most renowned music directors to compose the tune. Then, we explored ways to modify the instruments so that they became more sensitive to the wind. Once that was done, next on the list was a location windy enough to coax sounds from the instruments. That's where Panchgani, India's second most windiest place came into the picture. There, we placed the instruments for 24 hours. To bring bring this event closer to the consumer, the installation was bought alive by a microsite where they could watch the instruments playing on a live video feed.

Insights, Strategy and the Idea

Khaitan, one of India's biggest manufacturers of fans, briefed us to create their corporate tune. But how do you make something that's done behind closed studio doors interesting for the consumer that's convinced itself that the eighty year old brand is incapable of new ideas? So we took 6 wind instruments, modified them in order to make them more sensitive to the wind and placed them in an open space in Panchgani, one of India's windiest places, and recorded these sounds, which were then used by a renowned music director to create Khaitan's corporate tune. The event was brought alive online by a microsite that enabled visitors to watch and hear the instruments via a live video stream. Traffic was directed to this site with the help of strategically placed online banners and by emails sent to Khaitan's database of consumers.