The Campaign

Music is the most popular form of media consumption for young Indians. They spend close to 97 minutes daily listening to music either while commuting or as a part of daily media consumption habit. With music having such an appeal and acceptance among the youth; we decided to use music as a medium to engage with our young audience Moreover, CloseUp has been synonymous with its iconic jingle(PaasAao) which has played a significant role in building its brand identity amongst young Indians. The Idea: Use Pop culture to create Pop culture! We immersed our communication in pop culture (i.e.Music) to create India’s No.1 Brand Single ‘Close-up PaasAao’ that beautifully weaved in the Iconic Jingle (Paas Aao) - making it the HERO! Thus, was born THE FIRST EVER BRAND SINGLE FROM A MERE JINGLE! It also had a strong story line that bought the brand philosophy of ‘CONFIDENCE-TO COME-CLOSE(PAASAAO) to life

Creative Execution

We first launched our campaign by releasing our core asset, a 3min song on the T-Series YT Channel, crossing 60 Million views. Our assets were also deployed on all the Live-streaming music Mobile apps, a favorite amongst the youth! The 30 sec TVC edit was aired across 50+ high reach & affinity Hindi Leading television channels and radio stations also made the Paas Aao Single as part of programming. In fact, the song trended and went on to be a part of the Top playlist. We then activated the same on India’s No. 1 Bollywood Awards show ‘The IIFA Awards’ by getting Sushant and Kriti to perform and recreate "the Paas Aao" magic live at the IIFA Awards in New York, which was telecasted on COLORS TV -the leading Hindi Entertainment Channel of India Their sizzling chemistry managed to deliver the freshness and the message of ‘Paas Aao’ successfully

The Paas Aao campaign was a perfect example of how Branded Content rooted in Pop culture can go mainstream and impact brand scores & change the trajectory of the brand. KEY RESULTS: The brand saw an uplift in its key metrics – • “Freshness”: Grew by 300 BPS • “Leave your mouth fresh for longer”: Grew by 700 BPS • “Gives you confidence when you are with others”: Grew by 400 BPS • “Brand BE score”: Up by 40 BPS after 7 quarters of decline • “Total brand communication awareness: Increased by 900BPS • REACH DELIVERED: • 60 Mn+ Views for the song • 30 Mn+ Unique Reach • 58% Virality • 90% strength of association with Closeup’s Paas Aao • 11X increase in brand mentions post song Launch • Social conversation went up by 15 times

Music is a universal language and allowed us to approach our customers in a less commercial and a more engaging way. This was the first Brand Single created from a mere jingle in India, making the content piece extremely unique. Moreover this was the First time that a Toothpaste brand was getting some of the biggest names of the Indian film and music industry to be the brand’s voice and collaborate towards the brand objective and deliver an asset that can bring alive the message of ‘Confidence to Come Close (Paas Aao)’ to resonate with the TG.

To craft a success story, we had to have the right ingredients First, we collaborated with the number1 music production company of India T-Series, which is globally YouTube’s highest subscribed music channel Through our proprietary consumer insight tool “Pivot” we identified the most talked about couple which resonates most with the youth -Bollywood superstars Sushant and Kriti, and featured them in our Music Video. Their chemistry helped land our message successfully, making them the Quasi Brand Ambassadors. It was a great case of Real life to perfect Reel life chemistry. Through the music video Sushant expressed himself by making his First Move on Kriti which was witnessed by millions and became an instant hit amongst young Indians and went viral. We also created an additional asset in the form of a 30sec brand TVC which replaced the Global TVC and went on to become the Annual thematic campaign for Closeup