MUMBAI: Saavn, India’s music streaming company announces its new campaign, ‘Overdrive’. With the launch of the campaign, Saavn continues the brand's association with Bollywood actor Ranbir Kapoor, who is also Saavn’s Creative Collaborator.

‘Overdrive’ communicates Saavn’s core brand attributes - human, playful, cool, confident, and fast. It plays on the meta-theme of Kapoor's superstardom, encouraging users to start up their own soundtracks and become the “heroes” of their own lives. Set in a vast desert landscape, the TVC presents a metaphor for charting one's own course with a personal soundtrack, with Ranbir Kapoor ultimately driving through a road fork to pave his own way, and make his own road.

The campaign also introduces a new tagline for Saavn: “Don’t just download it. Live it,” to drive home the message that Saavn is not just another app download, but a lifestyle choice to be enjoyed by “living it” each day.

Shot on location in Lone Pine, California and London, ‘Overdrive’ was created in-house, by Saavn's Creative Director, Teddy Stern and VP, Editor-in-Chief, Sneha Mehta.

The ‘Overdrive’ campaign will be Saavn's most expansive to date, with an integrated television campaign in India, the US, UK, UAE, and Australia; and digital, out-of-home, radio, and theatrical campaign in India.

Credits:
• Director: Teddy Stern and Sneha Mehta
• Writer: Vasan Bala, Teddy Stern, and Sneha Mehta
• DOP: Seth Henrikson
• Production House: Odd Machine
• VFX Supervisor: Jesse Randall
• Producer: Elizabeth Collins