A LYRICAL TWIST

TitleA LYRICAL TWIST
BrandHINDUSTAN UNILEVER
Product / ServiceTEA
CategoryA06. Original Use of Music
EntrantMINDSHARE Mumbai, INDIA
Media Agency MINDSHARE Mumbai, INDIA
Entrant Company MINDSHARE Mumbai, INDIA
Media Agency 2 MINDSHARE Mumbai, INDIA

Credits

Name Company Position
Brajesh Dwivedi Mindshare India Pvt Ltd Principal Partner - Client Leadership
Shefali Mahadevia Mindshare India Pvt Ltd Partner – Strategy
Shiv Shetty Mindshare India Pvt Ltd Business Director
Sahil Jain Mindshare India Pvt Ltd Account Manager
Aditi Patil Mindshare India Pvt Ltd Account Executive
Chandni Dev Mindshare India Pvt Ltd Director Invention
Swapnil Arora Mindshare India Pvt Ltd Manager Invention
Vivek Kayshap Mindshare India Pvt Ltd Executive Invention

The Campaign

When it comes to branded content in this region – it is few and far between due to constrained geographical coverage of Bhojpuri (local dialect spoken in eastern states of India) content. Little that does exist, is limited to sponsored in-programme integration on radio and TV. When it comes to branded content in organized media in two most populous eastern states of India, Bihar and Jharkhand - it is a virgin territory. On the other hand Regional (Bhojpuri) cinema is an unorganized business estimated around 30 Mn US$ churning out around 100 films a year but doesn’t see much action in terms of branded content either. However it is a BIG part of entertainment scene in Bihar and Jharkhand and cuts across all types of audiences. What leaps out of these movies and have a life and character of their own - are the movie songs. Songs are extensively used to create a buzz around the movie release, get played endlessly on radio stations and music channels and are subscribed via ring-tones on mobiles. Despite their massive popularity and inherent viral nature – Bhojpuri movie songs have never been integrated with or completely custom made for brands demonstrating brand proposition

Results

Brooke Bond Taaza is a popular tea brand in Bihar and Jharkhand where the task is to convert unbranded tea users to branded tea users. Consumers’ tea preferences in these markets change every 50 kilometers and more than 400 brands vie for consumer attention, selling a brand of tea is a matter of always being top of mind. Therefore, driving Taaza awareness and proposition of “enhances my mood” is a constantly uphill task. Bihar and Jharkhand are relatively media dark. Whatever little broadcast media the consumers can access is subject to frequent power cuts. The only media, brands can easily access are wall paintings, radio and more recently mobile. However, running brand communication on an ongoing basis in any of these three media is cost intensive and frankly, beyond a point, quite boring. So we needed to create content that could go viral across these media and drive the brand message home. So how do we become relevant to the consumer despite low media accessibility? It is said that “do in Rome as Romans do” – we decided to become as localized as the consumers themselves – by being a part of the popular culture – i.e. Bhojpuri song in a blockbuster movie – which had the Taaza brand name, proposition, pack and product demonstration embedded in the lyrics and visuals

The chartbuster song garnered 700,000 eyeballs through movie viewership alone and was played on local radio stations over 115 hours of programming air time over a period of 5 weeks. The reach of this lyrical integration was not just restricted to theaters and radio channels, but it was also widely played on top Bhojpuri TV channels and instantly became viral on mobile through ringtones and video generating 2.1 million impressions and thousands of downloads. It added incremental reach to the campaign by 600 basis points. What’s more - the additional reach came at half the traditional media cost per contact.

Taaza to dominated the consumers’ minds after the release of the song. The chartbuster led to strengthening critical metrics like - Unaided brand awareness went up by a whopping 1300 basis points over same period last year. (Source: Millward Brown, India) And key attributes of “Enhances your mood” went up by 1100 basis points over same period last year. (Source: Millward Brown, India) Frequency of usage grew by 300 basis points over same period last year. (Source: Millward Brown, India)

A popular culture i.e. movies was leveraged, to co-create a song from the movie to demonstrate the brand proposition and values. Brooke Bond Taaza Tea’s brand proposition was around refreshment and the context was the wife-husband relationships. A customized branded song was created showcasing brands proposition and product usage in a very seamless and engaging way. Never before a piece of popular content has been completely co-created and 100% owned in this manner by a brand Movie songs in India have a long shelf life. They are played repeatedly across media. This branded song became a long term brand property helping it gain mind measures in a competitive market place and challenging media environment