MUMBAI: Music streaming service Gaana is promoting its service through a musical campaign. The campaign kicked off with the music single 'Bas Bajna Chahiye' which has been composed by Amit Trivedi and sung by Benny Dayal and Anusha Mani, and was released last month.

Times Internet VP and head marketing Pratik Mazumder said, "The song reflects the various situations and occasions where 'gaana' plays a role."The campaign which was divided into three phases is digitally driven. In the first phase, the single 'Bas Bajna Chahiye' was released which was followed by the single featuring across all music sites, played on various radio stations.

The next phase was about the launch of the music video for the song. The video was played on multiple music channels on TV and Youtube. The video was hosted on an independent channel on You-Tube. The video garnered nearly one million views on Youtube in less than two weeks. Mazumder said, "By the end of phase two, the song and video gained popularity organically even though the brand Gaana.com was not featured anywhere."

It was in the last phase of the campaign that they revealed the brand 'Gaana.com' as the brand behind the whole campaign. This phase includes a multi-media 360 degree campaign with the commercial breaking out on TV, outdoors across various cities in the country, print advertising and digital advertising.

When quizzed if the timing of the campaign has any relation to the Music streaming as a category is very new to the Indian consumers. The ability to stream unlimited songs and play songs of your choice anytime on your mobile or machine is a strong consumer benefit. Thus, doing a brand campaign was always on the cards. This category has a lot of players who have also come out with their campaigns and it is good for the industry as the audience gets to know more about it."

The campaign is targeting the metros and various other cities. It will soon be extended to the other parts of the country as well, said Mazumder. Currently, they are initiating the online audience to make their own versions of the song with an aim to market their product heavily on digital platforms covering mobile and web. The track will be available for free download on gaana.com web and mobile soon.

The ad was conceptualised by M&C Saatchi in February and the production was done by Bang-Bang Films.

According to the statement released by the company, the recently launched Gaana 5.0 has already led to a 20 per cent increase in average time spent by users and a 26 per cent increase in songs listened per user.