MUMBAI: Gaana.com, India’s No.1 music streaming service from Times Internet offers a vast repertoire of more than 1 crore songs across 21 languages. In the last two years, it has managed to position itself as the leader in this category, with over 40 million app downloads.

After doing two aggressive brand campaigns like Bas Bajna Chahiye Gaana and Dil Ka Gaana, it has launched its latest marketing campaign #GaanaPaasLaaye to reiterate its strong presence and relevance amongst the consumers. Times Internet V.P Marketing Pratik Mazumder tells us the thought behind the campaign, “We at Gaana.com believe that music has the power to dissolves issues of age, social strata, culture & geography and help bring people closer. Based on this insight we have crafted our latest campaign #GaanaPaasLaaye.”

The campaign constitutes of three films – ‘Grandmother’, ‘Proposal’ and ‘Cricket.’ Each of these films shows how the Gaana.com app changes the mood and resolve a problem with its music and brings people closer, whether it’s a girl with her family, two opposing teams or a girl who is shy to accept a proposal. The campaign will be vastly advertised through print, radio, digital, and OOH. Moreover, it will utilise travel, romance, meditation, workout, and cooking to create print and digital illustrations as use cases of the app.

With the first campaign, Gaana.com built a strong category association through brand messaging – ‘there is a song for every situation.’ The second campaign focused on two people developing a lifelong bond over music, depicted through a love story spread over 8-film series. With #GaanaPaasLaaye, the brand will take a leadership space and position itself with the universal truth associated with music – “Music brings people closer”. For this campaign, we had Bappi Lahiri himself singing the new version of his iconic disco track ‘Auva Auva’ from the 80’s. Also, the cricket film features a former Femina Miss India- Jhataleka Malhotra.

“If you consider Bollywood, you’ll notice that the songs have the power to set the mood for the entire movie. When someone listens to a 10-second clip from DDLJ, it’s not just the words or the melody in that song that strikes a chord; it rewinds the entire 3-hours of the movie and its cultural & emotional associations. It becomes personal. We hope to borrow some of that magic and use it to demonstrate the power of a simple tune”, says M&C Saatchi New Delhi managing director & creative head Nirmal Pulickal.